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Virtually live from Apple's 'Surprise and Shine' eventapple surpriseshine live1 week ago
Published September 9, 2026 by Philip Elmer-DeWitt

Virtually live from Apple's 'Surprise and Shine' event

Typing as fast as I can. All times Eastern.

Read More Virtually live from Apple's 'Surprise and Shine' event

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Who's betting that Apple shares will fall $80 today?apple falling 80 dollars1 week ago
Published September 9, 2026 by Philip Elmer-DeWitt

Who's betting that Apple shares will fall $80 today?

Posted early Wednesday by Maximum-Pain.com.

Read More Who's betting that Apple shares will fall $80 today?

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Checklist: What to expect from Apple todayapple surprise event checklist1 week ago
Published September 9, 2026 by Philip Elmer-DeWitt

Checklist: What to expect from Apple today

Apple's online store was taken down Wednesday morning in anticipation of today's special event.

Read More Checklist: What to expect from Apple today

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Mark Gurman: Apple has settled on 'iPhone Duo'apple iphone duo name1 week ago
Published September 9, 2026 by Philip Elmer-DeWitt

Mark Gurman: Apple has settled on 'iPhone Duo'

"Its device, called the iPhone Duo, will start at $2,000."

Read More Mark Gurman: Apple has settled on 'iPhone Duo'

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Premarket: Apple is redapple premarket red 9-15-261 week ago
Published September 9, 2026 by Philip Elmer-DeWitt

Premarket: Apple is red

From Reuters' "Wall St futures muted as oil tops $100 for first time since July" posted early Wednesday.

Read More Premarket: Apple is red

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BofA sticks with its Buy rating for Apple and $380 targetbofa apple foldable walkup2 weeks ago
Published September 8, 2026 by Philip Elmer-DeWitt

BofA sticks with its Buy rating for Apple and $380 target

"Media reports indicate that the foldable iPhone (likely named Fold or Ultra) will start at $2,099 for the base configuration, which would be Apple's most expensive…

Read More BofA sticks with its Buy rating for Apple and $380 target

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Mark Gurman: Tim Cook, not John Ternus, made the foldable iPhone happenapple foldable birkin gurman2 weeks ago
Published September 8, 2026 by Philip Elmer-DeWitt

Mark Gurman: Tim Cook, not John Ternus, made the foldable iPhone happen

“Trust me, despite the high price, the foldable iPhone will be wildly successful.” — IDC's Nabila Popal

Read More Mark Gurman: Tim Cook, not John Ternus, made the foldable iPhone happen

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Needham: 'The Odds are 4 to 1 Against AAPL'apple needham martin hold2 weeks ago
Published September 8, 2026 by Philip Elmer-DeWitt

Needham: 'The Odds are 4 to 1 Against AAPL'

"Since 1/1/25, capital allocation has been >4x higher to the AI-first mega-caps than it has been to AAPL." — Analyst Laura Martin

Read More Needham: 'The Odds are 4 to 1 Against AAPL'

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Premarket: Apple is redapple premarket red 9-15-262 weeks ago
Published September 8, 2026 by Philip Elmer-DeWitt

Premarket: Apple is red

From Barron's' "Dow Futures Slump as Middle East Fears Grip Markets" posted early Tuesday.

Read More Premarket: Apple is red

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Horace Dediu: How Apple finally won the enterprise buyer's heartapple enterprise horace dediu2 weeks ago
Published September 7, 2026 by Philip Elmer-DeWitt

Horace Dediu: How Apple finally won the enterprise buyer's heart

"Now that AI is becoming a new wave of software/service for Enterprises, Apple is surprisingly in the driver’s seat for being the best platform for deployment."

Read More Horace Dediu: How Apple finally won the enterprise buyer's heart

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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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