Branding is obviously quite important to Apple, and that branding needs to be simple, except when it’s not. So quite often one word will do, perhaps with a modifier to reflect the model number, but Apple can also add unneeded complexities. So I have an aging iMac; the full model designation is listed as “iMac […]

First, I’m not going to join the crowd and report about Apple’s financials. They’ve been reported in more places than anyone can count, and if you want to know more, check Apple’s investors page for the raw figures. Now as you’ve probably heard, Apple is reportedly readying the first generation of Macs with Apple Silicon, […]

Except for some reports of the form of future Apple products — the iPhone 12 and the first Macs with Apple Silicon — that hasn’t been a whole lot of important news to cover about our favorite fruit company. Whether you have time on your hands — or are working at home — no doubt […]

In announcing a two-year transition from Intel Inside to Apple Silicon, has Apple killed potential sales of new Macs? Is that even possible? Or are the tech pundits getting just a little bit beside themselves with logic and reason? Now the news about Apple’s third processor switch wasn’t surprising. It had been predicted for several […]