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'We rebuilt Siri from the ground up, literally, tore it to the ground'apple siri rebuilt rockwell3 days ago
Published June 16, 2026 by Philip Elmer-DeWitt

'We rebuilt Siri from the ground up, literally, tore it to the ground'

"It allowed us to build a profoundly more capable Siri." — Apple VP Mike Rockwell

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Nate B. Jones' on Apple's AI strategy (revisited with index)apple nate jones siriai4 days ago
Published June 15, 2026 by Philip Elmer-DeWitt

Nate B. Jones' on Apple's AI strategy (revisited with index)

Reposting by popular demand (and for those who skipped this week's Apple trading strategies.)

Read More Nate B. Jones' on Apple's AI strategy (revisited with index)

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Siri is dead. Long live Siri AIapple siriai fastcompany mcCracken4 days ago
Published June 15, 2026 by Philip Elmer-DeWitt

Siri is dead. Long live Siri AI

"Apple is finally on the cusp of putting this epic vaporware fiasco behind it."

Read More Siri is dead. Long live Siri AI

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Flowchart: How Siri AI worksapple siri ai flowchart5 days ago
Published June 14, 2026 by Philip Elmer-DeWitt

Flowchart: How Siri AI works

Creative Strategies analyst Max Weinbach sketches, scribbles and waves his arms. 

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Counterpoint's M5 Pro teardown finds a chip built for accelerated computingapple m5 ai teardown6 days ago
Published June 13, 2026 by Philip Elmer-DeWitt

Counterpoint's M5 Pro teardown finds a chip built for accelerated computing

"For the first time, each GPU core includes a Neural Accelerator, while the SoC also features a separate 16-core Neural Engine. This greatly improves AI performance." — Analyst Brady Wang

Read More Counterpoint's M5 Pro teardown finds a chip built for accelerated computing

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Apple's WWDC26: Consumers don't care about agents, the two Bens agreeapple wwdc ben ben1 week ago
Published June 11, 2026 by Philip Elmer-DeWitt

Apple's WWDC26: Consumers don't care about agents, the two Bens agree

"Silicon Valley just has such a bad mental model for the rest of humanity — people like shopping, they do it for fun!" — Ben Thompson

Read More Apple's WWDC26: Consumers don't care about agents, the two Bens agree

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M.G. Siegler: Apple winsapple siri ai siegler1 week ago
Published June 10, 2026 by Philip Elmer-DeWitt

M.G. Siegler: Apple wins

"If ChatGPT showed AI to the masses, Apple is set to bring usage mainstream."

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Barron's gives Apple Intelligence its blessingapple intelligence barrons blessing1 week ago
Published June 10, 2026 by Philip Elmer-DeWitt

Barron's gives Apple Intelligence its blessing

"AI isn’t yet driving device sales yet. Someday it will, and Apple will be ready."

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WSJ reporter's hands-on Siri AI demo was hands-offapple siri AI handsoff1 week ago
Published June 10, 2026 by Philip Elmer-DeWitt

WSJ reporter's hands-on Siri AI demo was hands-off

"In a room tucked inside Apple Park, I got to experience the all-new Siri AI up close."

Read More WSJ reporter's hands-on Siri AI demo was hands-off

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Apple's WWDC26: What the analysts are sayingapple wwdc26 analysts saying1 week ago
Published June 8, 2026 by Philip Elmer-DeWitt

Apple's WWDC26: What the analysts are saying

Excerpts from the notes I've seen. More as they come in.

Read More Apple's WWDC26: What the analysts are saying

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Philip Elmer-DeWitt
Philip Elmer-DeWitt has been covering Apple since 1983 — mostly for Time Magazine (28 years), later for Fortune (9 years), where he wrote a daily blog called Apple 2.0. [Read more.]

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Apple 2.0 Archives

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Philip Elmer‑DeWitt

  • 9to5Mac
  • Above Avalon ($)
  • AppleInsider
  • Apple Investor News
  • Asymco
  • Daring Fireball
  • Deagol's AAPL Model
  • MacDailyNews
  • Monday Note
  • Six Colors
  • Stratechery ($)
  • Techpinions ($)
  • Tommo.fyi
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