Skip to content

Philip Elmer‑DeWittPhilip Elmer‑DeWitt

Apple 3.0

  • Latest Posts
  • About
  • Subscribe
  • Login
  • Account Services
Here's how Apple is promoting its 'big week' products on YouTubeapple bigweek promotional videos4 weeks ago
Published March 3, 2026 by Philip Elmer-DeWitt

Here's how Apple is promoting its 'big week' products on YouTube

Below, the videos I've seen so far. More as they come in.

Read More Here's how Apple is promoting its 'big week' products on YouTube

Share this:

  • Click to share on X (Opens in new window) X
  • Click to share on Facebook (Opens in new window) Facebook
  • Click to share on LinkedIn (Opens in new window) LinkedIn
  • Click to share on Reddit (Opens in new window) Reddit
  • Click to email a link to a friend (Opens in new window) Email

9 Comments

Mark Gurman: Why you shouldn't buy the iPhone Airapple iphone air gurman7 months ago
Published September 7, 2025 by Philip Elmer-DeWitt

Mark Gurman: Why you shouldn't buy the iPhone Air

"In short, the new iPhone Air may be a cool piece of technology (or 'awe dropping,' to quote Apple’s event slogan), but it probably won’t be a blockbuster product."

Read More Mark Gurman: Why you shouldn't buy the iPhone Air

Share this:

  • Click to share on X (Opens in new window) X
  • Click to share on Facebook (Opens in new window) Facebook
  • Click to share on LinkedIn (Opens in new window) LinkedIn
  • Click to share on Reddit (Opens in new window) Reddit
  • Click to email a link to a friend (Opens in new window) Email

13 Comments

Apple's new product trifectaapple trifecta ultra air1 year ago
Published March 5, 2025 by Philip Elmer-DeWitt

Apple's new product trifecta

The Mac Studio (starts at $1,999), a new MacBook Air ($999) and the M3 Ultra chip.

Read More Apple's new product trifecta

Share this:

  • Click to share on X (Opens in new window) X
  • Click to share on Facebook (Opens in new window) Facebook
  • Click to share on LinkedIn (Opens in new window) LinkedIn
  • Click to share on Reddit (Opens in new window) Reddit
  • Click to email a link to a friend (Opens in new window) Email

24 Comments

New MacBook Air: Apple leaks from the topapple air cook leak1 year ago
Published March 3, 2025 by Philip Elmer-DeWitt

New MacBook Air: Apple leaks from the top

Tim Cook seems to have added one more duty to his awesome responsibilities as CEO of Apple.

Read More New MacBook Air: Apple leaks from the top

Share this:

  • Click to share on X (Opens in new window) X
  • Click to share on Facebook (Opens in new window) Facebook
  • Click to share on LinkedIn (Opens in new window) LinkedIn
  • Click to share on Reddit (Opens in new window) Reddit
  • Click to email a link to a friend (Opens in new window) Email

2 Comments

Apple launches new MacBook Airs by press releaseapple new macbook airs2 years ago
Published March 4, 2024 by Philip Elmer-DeWitt

Apple launches new MacBook Airs by press release

"This is a solid spec bump update for both the 13-inch and 15-inch sizes."

Read More Apple launches new MacBook Airs by press release

Share this:

  • Click to share on X (Opens in new window) X
  • Click to share on Facebook (Opens in new window) Facebook
  • Click to share on LinkedIn (Opens in new window) LinkedIn
  • Click to share on Reddit (Opens in new window) Reddit
  • Click to email a link to a friend (Opens in new window) Email

5 Comments

Apple 2022 MacBook Air (M2): The reviews are inapple macbook air m2 reviews4 years ago
Published July 14, 2022 by Philip Elmer-DeWitt

Apple 2022 MacBook Air (M2): The reviews are in

Excerpts from the reviews I've read. More as they catch my eye.

Read More Apple 2022 MacBook Air (M2): The reviews are in

Share this:

  • Click to share on X (Opens in new window) X
  • Click to share on Facebook (Opens in new window) Facebook
  • Click to share on LinkedIn (Opens in new window) LinkedIn
  • Click to share on Reddit (Opens in new window) Reddit
  • Click to email a link to a friend (Opens in new window) Email

9 Comments

The maxed-out M2 MacBook Air and M2 MacBook Pro both cost $2,498.99*apple macbook air pro4 years ago
Published June 8, 2022 by Philip Elmer-DeWitt

The maxed-out M2 MacBook Air and M2 MacBook Pro both cost $2,498.99*

How's a guy to choose?

Read More The maxed-out M2 MacBook Air and M2 MacBook Pro both cost $2,498.99*

Share this:

  • Click to share on X (Opens in new window) X
  • Click to share on Facebook (Opens in new window) Facebook
  • Click to share on LinkedIn (Opens in new window) LinkedIn
  • Click to share on Reddit (Opens in new window) Reddit
  • Click to email a link to a friend (Opens in new window) Email

11 Comments

Apple silicon aces 2.5-hour Zoom testapple silicon zoom test5 years ago
Published December 7, 2020 by Philip Elmer-DeWitt

Apple silicon aces 2.5-hour Zoom test

From the VisiCalc guy, on Twitter.

Read More Apple silicon aces 2.5-hour Zoom test

Share this:

  • Click to share on X (Opens in new window) X
  • Click to share on Facebook (Opens in new window) Facebook
  • Click to share on LinkedIn (Opens in new window) LinkedIn
  • Click to share on Reddit (Opens in new window) Reddit
  • Click to email a link to a friend (Opens in new window) Email

6 Comments

Is Apple's Mac trade-in offer broken? Or is it a rip-off?apple mac tradein broken5 years ago
Published November 21, 2020 by Philip Elmer-DeWitt

Is Apple's Mac trade-in offer broken? Or is it a rip-off?

Or maybe it's just market research to find out what Intel machines their new M1 customers were using.

Read More Is Apple's Mac trade-in offer broken? Or is it a rip-off?

Share this:

  • Click to share on X (Opens in new window) X
  • Click to share on Facebook (Opens in new window) Facebook
  • Click to share on LinkedIn (Opens in new window) LinkedIn
  • Click to share on Reddit (Opens in new window) Reddit
  • Click to email a link to a friend (Opens in new window) Email

11 Comments

MacBook Air (M1): The reviews are inapple m1 macbook air reviews5 years ago
Published November 17, 2020 by Philip Elmer-DeWitt

MacBook Air (M1): The reviews are in

Excerpts from the ones I've read. 

Read More MacBook Air (M1): The reviews are in

Share this:

  • Click to share on X (Opens in new window) X
  • Click to share on Facebook (Opens in new window) Facebook
  • Click to share on LinkedIn (Opens in new window) LinkedIn
  • Click to share on Reddit (Opens in new window) Reddit
  • Click to email a link to a friend (Opens in new window) Email

7 Comments

Posts pagination

1 2 3 Next
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
  • 2014
  • 2013 and earlier

Blog Roll

  • 9to5Mac
  • Above Avalon ($)
  • AppleInsider
  • Apple Investor News
  • Asymco
  • Daring Fireball
  • Deagol's AAPL Model
  • MacDailyNews
  • Monday Note
  • Six Colors
  • Stratechery ($)
  • Techpinions ($)
  • Tommo.fyi

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
Apple 3.0
  • Latest Posts
  • About
  • Subscribe
  • Login
  • Account Services

© 2022 Philip Elmer-DeWitt