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Apple chart of the weekapple revenue share counterpoint fq120261 week ago
Published March 29, 2026 by Philip Elmer-DeWitt

Apple chart of the week

In the December quarter, iPhones took 25% of sales and 60% of smartphone revenue. 

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Mark Gurman: Forget AI, Apple's core strength is hardwareapple gurman ai strategy1 week ago
Published March 29, 2026 by Philip Elmer-DeWitt

Mark Gurman: Forget AI, Apple's core strength is hardware

"The opportunity to turn Apple Intelligence into a moneymaker has effectively passed."

Read More Mark Gurman: Forget AI, Apple's core strength is hardware

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This week's Apple trading strategies (3/30-4/3/26)apple trading strategies 3-30-261 week ago
Published March 29, 2026 by Philip Elmer-DeWitt

This week's Apple trading strategies (3/30-4/3/26)

A place for Apple traders and investors to share their best ideas.

Read More This week's Apple trading strategies (3/30-4/3/26)

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In the big tech free-fall this week, Apple stood outapple freefall big tech1 week ago
Published March 28, 2026 by Philip Elmer-DeWitt

In the big tech free-fall this week, Apple stood out

"Among tech’s megacap companies, Apple held up the best, notching a slight gain for the week."

Read More In the big tech free-fall this week, Apple stood out

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Steven Levy: Apple is allergic to nostalgiaapple steven levy nostalgia1 week ago
Published March 28, 2026 by Philip Elmer-DeWitt

Steven Levy: Apple is allergic to nostalgia

"If you look backward in this business, you'll be crushed," Steve Jobs told Levy in 2008. "You have to look forward.”

Read More Steven Levy: Apple is allergic to nostalgia

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Saturday Apple video: Steve Jobs introduces iMac (1998)apple saturday video imac1 week ago
Published March 28, 2026 by Philip Elmer-DeWitt

Saturday Apple video: Steve Jobs introduces iMac (1998)

"We are targeting this for the No. 1 use consumers tell us they want a computer for: To get on the Internet, simply and fast." Got…

Read More Saturday Apple video: Steve Jobs introduces iMac (1998)

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KeyBanc cheers Apple's monetization pushapple keybanc monetization1 week ago
Published March 27, 2026 by Philip Elmer-DeWitt

KeyBanc cheers Apple's monetization push

"It remains to be seen how well Apple Intelligence features will integrate, which will be key in a successful re-launch." — Analyst Brandon Nispel

Read More KeyBanc cheers Apple's monetization push

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Mark Gurman: Apple granted iPhone designers anti-poaching stock optionsapple designers bonus poaching1 week ago
Published March 27, 2026 by Philip Elmer-DeWitt

Mark Gurman: Apple granted iPhone designers anti-poaching stock options

"In many cases, the awards — separate from Apple’s typical bonuses — are worth roughly $200,000 to $400,000 over the full vesting period."

Read More Mark Gurman: Apple granted iPhone designers anti-poaching stock options

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Apple quietly pulls plug on 'cheese grater' Mac Proapple cheesegrater mac pro1 week ago
Published March 27, 2026 by Philip Elmer-DeWitt

Apple quietly pulls plug on 'cheese grater' Mac Pro

"To me, this is the strongest Mac lineup in years, and perhaps the strongest Mac lineup ever." — 9to5Mac's Chance Miller

Read More Apple quietly pulls plug on 'cheese grater' Mac Pro

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Marques Brownlee: Apple's new laptops are putting Microsoft on noticeapple windows laptops brownlee1 week ago
Published March 27, 2026 by Philip Elmer-DeWitt

Marques Brownlee: Apple's new laptops are putting Microsoft on notice

"It's become pretty clear, the more I think about it, that Windows vs. Mac laptops is basically the same as iPhone vs. Android."

Read More Marques Brownlee: Apple's new laptops are putting Microsoft on notice

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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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