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Philip Elmer‑DeWittPhilip Elmer‑DeWitt

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In Cannes, Eddy Cue wins the 'Oscar of Advertising' for Apple TVapple cue cannes lion1 week ago
Published May 21, 2026 by Philip Elmer-DeWitt

In Cannes, Eddy Cue wins the 'Oscar of Advertising' for Apple TV

"Prestige programming doesn't guarantee the kind of mass-market subscriber growth larger streaming rivals chase, though the strategy fits Apple's preference for tighter curation and premium positioning."

Read More In Cannes, Eddy Cue wins the 'Oscar of Advertising' for Apple TV

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Kansas City: Chromebooks out, MacBook Neos inapple kansas city neo1 week ago
Published May 21, 2026 by Philip Elmer-DeWitt

Kansas City: Chromebooks out, MacBook Neos in

"More than 30,000 Windows PCs and Chromebooks are getting the boot as Kansas City prepares to transition its public school students exclusively to Apple devices."

Read More Kansas City: Chromebooks out, MacBook Neos in

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Apple soars to another record high close: $302.25apple soars record 312.511 week ago
Published May 20, 2026 by Philip Elmer-DeWitt

Apple soars to another record high close: $302.25

Not the record intraday high (that was $303.20 set last Friday) but close.

Read More Apple soars to another record high close: $302.25

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Premarket: Apple is redapple premarket red 5-29-261 week ago
Published May 20, 2026 by Philip Elmer-DeWitt

Premarket: Apple is red

From CNBC's "S&P 500 futures tick higher as oil falls and traders await Nvidia’s earnings" posted early Wednesday.

Read More Premarket: Apple is red

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Premarket: Apple is redapple premarket red 5-29-262 weeks ago
Published May 19, 2026 by Philip Elmer-DeWitt

Premarket: Apple is red

From Reuters' "Wall St eyes lower open on extended chip selloff, inflation concerns" posted early Tuesday.

Read More Premarket: Apple is red

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I'm flying to Croatiaapple croatia bicycle vacation2 weeks ago
Published May 18, 2026 by Philip Elmer-DeWitt

I'm flying to Croatia

Two days of travel, three days of tourism, six days on a bicycle saddle.

Read More I'm flying to Croatia

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Premarket: Apple is redapple premarket red 5-29-262 weeks ago
Published May 18, 2026 by Philip Elmer-DeWitt

Premarket: Apple is red

From CNBC's "Stock futures fall after record-setting week for Wall Street" posted early Monday.

Read More Premarket: Apple is red

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Caught on video: Elon Musk when Tim Cook wasn't lookingapple musk mugging cook2 weeks ago
Published May 17, 2026 by Philip Elmer-DeWitt

Caught on video: Elon Musk when Tim Cook wasn't looking

There are an awful lot of  empty glasses on the table, although it looks like Musk may be drinking Diet Coke. 

Read More Caught on video: Elon Musk when Tim Cook wasn't looking

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Mark Gurman: To protect your privacy, Siri 2.0 may forget what you askedapple siri gurman privacy2 weeks ago
Published May 17, 2026 by Philip Elmer-DeWitt

Mark Gurman: To protect your privacy, Siri 2.0 may forget what you asked

"Apple will place tighter limits around how memory works, including restrictions on what information can persist and how long it can be retained."

Read More Mark Gurman: To protect your privacy, Siri 2.0 may forget what you asked

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Errol Brandt: WWDC26 will hinge on Apple's MLX framework (video)apple mlx kiraa wwdc262 weeks ago
Published May 17, 2026 by Philip Elmer-DeWitt

Errol Brandt: WWDC26 will hinge on Apple's MLX framework (video)

"If Apple wants to make a serious move in AI, this is the moment."

Read More Errol Brandt: WWDC26 will hinge on Apple's MLX framework (video)

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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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