Nothing about Apple’s rollout of the iPhone 12 series and a smaller, cheaper HomePod was surprising. It was a typical overproduced sales pitch that came across as cold, over-rehearsed. The final scene, of CEO Tim Cook walking towards the camera, was especially artificial. He speaks well, and has a calm, reassuring demeanor, but his delivery […]

One of the main reasons given for Apple’s decision to limit most discussion about future products is not to harm sales of existing hardware. This is certainly true for incremental product updates. So if you knew what was coming in the 2020 iPhone, you might postpone buying the current (2019) model. Well, at least when […]

A lot of what passes for tech journalism — or mainstream journalism for that matter — fails to recognize the history behind a matter. So for several years, as Apple produced faster and faster custom ARM-based CPUs that vanquished competing silicon, there has been growing speculation that the Mac will get them next. On the […]

Before I get to the meat of this column, my main question about the 2020 iPhone SE is why it took Apple so long to release it? The original came out in 2016, and was fundamentally an iPhone 5s with most of the guts of the far-faster iPhone 6s. While it mostly went under the […]