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Mark Gurman: Apple has shot a ton of immersive contentapple gurman avp immersive8 months ago
Published August 17, 2025 by Philip Elmer-DeWitt

Mark Gurman: Apple has shot a ton of immersive content

"Because of the device’s slow sales, Apple is pushing out content drip by drip — so that the company doesn’t drain its video reserve."

Read More Mark Gurman: Apple has shot a ton of immersive content

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Mark Gurman: Focus on Apple eyewearApple smart glasses gurman1 year ago
Published March 9, 2025 by Philip Elmer-DeWitt

Mark Gurman: Focus on Apple eyewear

"Apple is back to trying to get standalone AR glasses to work."

Read More Mark Gurman: Focus on Apple eyewear

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Tim Cook settles on 'early adopter product' to describe the Apple Vision Proapple AVP early adopter product1 year ago
Published December 6, 2024 by Philip Elmer-DeWitt

Tim Cook settles on 'early adopter product' to describe the Apple Vision Pro

"People who want to have tomorrow’s technology today — that’s who it’s for."

Read More Tim Cook settles on 'early adopter product' to describe the Apple Vision Pro

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Neil Cybart: The Information is pushing AVP 'misinformation'apple vision cybart misinformation1 year ago
Published October 25, 2024 by Philip Elmer-DeWitt

Neil Cybart: The Information is pushing AVP 'misinformation'

"Even Ming-Chi Kuo, who has been peddling wrong information on an increasing frequency to stay relevant, claimed Vision Pro shipments were going to be 450,000 in CY24."

Read More Neil Cybart: The Information is pushing AVP 'misinformation'

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Lighter, cheaper Apple headset coming in late 2025 — reportapple skipping next headset2 years ago
Published June 18, 2024 by Philip Elmer-DeWitt

Lighter, cheaper Apple headset coming in late 2025 — report

No new goggles until then, according to The Information.

Read More Lighter, cheaper Apple headset coming in late 2025 — report

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Why Mark Gurman is excited to strap on his goggles againapple goggles visionOS2 Gurman2 years ago
Published June 16, 2024 by Philip Elmer-DeWitt

Why Mark Gurman is excited to strap on his goggles again

"Given how quickly Apple has been able to improve visionOS since the first version launched in February, I’m now a bit more optimistic about the device."

Read More Why Mark Gurman is excited to strap on his goggles again

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Here's one great native Apple Vision Pro appapple vision gucci app2 years ago
Published April 26, 2024 by Philip Elmer-DeWitt

Here's one great native Apple Vision Pro app

"There's a moment when the movie starts to explain the setting for De Sarno's first runway show--a street outside a church in Milan--when you realize that suddenly you've been transported there."

Read More Here's one great native Apple Vision Pro app

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Why aren't there more great native Apple Vision Pro apps? (video)apple vision barra developers2 years ago
Published April 26, 2024 by Philip Elmer-DeWitt

Why aren't there more great native Apple Vision Pro apps? (video)

The bottom line, says Hugo ("Oculus") Barra, is that Apple overestimated its magic power over developers.

Read More Why aren't there more great native Apple Vision Pro apps? (video)

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Jim Cramer calls BS on Ming-Chi Kuo's Apple Vision shipment cut (video)apple vision kuo cramer2 years ago
Published April 25, 2024 by Philip Elmer-DeWitt

Jim Cramer calls BS on Ming-Chi Kuo's Apple Vision shipment cut (video)

From "We're seeing 'faux brown shoots' around Apple, says Jim Cramer" which aired Wednesday on CNBC.

Read More Jim Cramer calls BS on Ming-Chi Kuo's Apple Vision shipment cut (video)

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VR developer Mike Festa: 'Apple Vision Pro is not ready for the masses'apple vision mike festa2 years ago
Published April 24, 2024 by Philip Elmer-DeWitt

VR developer Mike Festa: 'Apple Vision Pro is not ready for the masses'

"Apple really blew it by not showcasing the potential of spatial computing with their own apps."

Read More VR developer Mike Festa: 'Apple Vision Pro is not ready for the masses'

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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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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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