I’m Sami Fathi, a writer and longtime Apple observer. I’ve spent years following the company’s design, leadership, and culture, first through fast-paced reporting and now through more deliberate, reflective writing. I’ve learned that Apple’s most interesting stories aren’t just about what it makes, but how and why it makes them.

Before Cupertino Lens, I founded Supercharged, an ad-free publication built around long-form reporting and analysis, and before that, I wrote at MacRumors. Supercharged grew quickly and attracted a passionate audience, but it also taught me how difficult it is to sustain meaningful journalism without compromise. Both experiences shaped how I think about technology and storytelling, valuing precision, patience, and a genuine respect for the craft over speed or spectacle.

Cupertino Lens is a personal, ad-free project built around one idea: that Apple deserves writing as considered as the products it creates. I started it to slow things down, to move past the constant news cycle and instead focus on context, history, and intent. The goal isn’t to compete with larger outlets, but to add something they often miss: reflection and thought. Here, I’ll write about everything that makes Apple what it is — the design, the work, the thinking, and the small details that quietly define its direction. It’s about seeing the company as a whole, not just a set of products or headlines. And sometimes, when the moment feels important, I’ll cover the news too, always through that wider lens.