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Why Apple's brand value remains unequalledapple brand value decades1 week ago
Published October 20, 2026 by Philip Elmer-DeWitt

Why Apple's brand value remains unequalled

"Apple has finished first in the Kantar BrandZ ranking more often than any other company this century."

Read More Why Apple's brand value remains unequalled

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UK to Apple: Loosen your grip on friction-free paymentsapple uk loosen grip1 week ago
Published October 20, 2026 by Philip Elmer-DeWitt

UK to Apple: Loosen your grip on friction-free payments

"More than 60% of adults use a digital wallet, with Apple Wallet the most popular in Britain, it added."

Read More UK to Apple: Loosen your grip on friction-free payments

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Apple to Duo walk-ins: Don't even tryapple duo walk-ins1 week ago
Published October 20, 2026 by Philip Elmer-DeWitt

Apple to Duo walk-ins: Don't even try

"Staff have been instructed to discourage customers without pre-orders from coming in expecting to buy the device, warning that they will be disappointed."

Read More Apple to Duo walk-ins: Don't even try

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Premarket: Apple is redapple premarket red 10-28-261 week ago
Published October 20, 2026 by Philip Elmer-DeWitt

Premarket: Apple is red

From Reuters' "Nasdaq futures dip as oil prices climb, earnings loom" posted early Tuesday.

Read More Premarket: Apple is red

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Another week, another invitation-only Apple eventapple pro tell event1 week ago
Published October 19, 2026 by Philip Elmer-DeWitt

Another week, another invitation-only Apple event

"Rumors say Apple has a slew of new products to announce at its next event, headlining by its first MacBook Pro with a touchscreen and OLED."

Read More Another week, another invitation-only Apple event

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Inviting friends of the blog to Apple’s Q4 2026 Earnings Smackdownapple smackdown invite q42261 week ago
Published October 19, 2026 by Philip Elmer-DeWitt

Inviting friends of the blog to Apple’s Q4 2026 Earnings Smackdown

Got a detailed Apple model? Ready to compete with the pros? First prize is a one-year subscription to Apple 3.0.

Read More Inviting friends of the blog to Apple’s Q4 2026 Earnings Smackdown

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Premarket: Apple is redapple premarket red 10-28-261 week ago
Published October 19, 2026 by Philip Elmer-DeWitt

Premarket: Apple is red

From Reuters' "Wall St futures climb as AI stocks rebound; oil, yields fall" posted early Monday.

Read More Premarket: Apple is red

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Mark Gurman: 'Apple’s iPhone Duo preorders were an absolute disaster'apple duo gurman disaster1 week ago
Published October 18, 2026 by Philip Elmer-DeWitt

Mark Gurman: 'Apple’s iPhone Duo preorders were an absolute disaster'

"Let me cut to the chase: Apple made a major mistake here."

Read More Mark Gurman: 'Apple’s iPhone Duo preorders were an absolute disaster'

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Apple Store looted in French riotsapple store looted france1 week ago
Published October 18, 2026 by Philip Elmer-DeWitt

Apple Store looted in French riots

"In Lille, a McDonalds was set on fire, police said, and an Apple store in the city was broken into and looted."

Read More Apple Store looted in French riots

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Apple targets nudificationapple app store nudification1 week ago
Published October 18, 2026 by Philip Elmer-DeWitt

Apple targets nudification

From Malcolm Owen's "AI nudify apps targeted in App Review Guidelines update" posted Saturday by AppleInsider.

Read More Apple targets nudification

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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.]

Apple 3.0 Archives

Apple 2.0 Archives

  • 2015
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  • 9to5Mac
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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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