The author archive
Latest by Sami Fathi
Essays, analysis, and reporting from the archive.
Inside Apple June 11, 2026
Everything Apple Sherlocked at WWDC 2026
Every year at WWDC, Apple giveth and Apple taketh away.
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The Brief June 10, 2026
iOS 27 Has Me Excited For Apple Again
I am incredibly excited about Apple now. I don't think that I have been able to state that clearly in a few years now.
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Inside Apple June 10, 2026
WWDC 2026: In Craig We Federighi
The title says it all: in Craig we Federighi.
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Deep Dive June 9, 2026
WWDC 2026: Siri AI is a Sh*T Name
I'm not sorry to say it, but Siri AI is a terrible name.
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Deep Dive June 9, 2026
WWDC 2026: Apple is Folding
This year's dub-dub has Apple folding.
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The Brief June 2, 2026
WWDC 2026, Please Be Boring.
What I want from June 8th is simple. I want Apple to be boring.
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Beyond Cupertino February 7, 2026
The Infinite Loop of Canceling Products That Don’t Exist
I killed more Apple products than Apple itself ever killed.
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Deep Dive January 20, 2026
The iPad Pro Is More Air Than the iPad Air
The iPad Pro has become thinner and lighter than the iPad Air, while the Air itself has lost the purpose that once defined it.
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Beyond Cupertino December 13, 2025
Making an Apple Event Without Apple
Inside the making of a fan-made Apple event, filmed at Apple Park.
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Inside Apple December 10, 2025
Amber Alert at Apple
Apple’s latest departures didn’t create a crisis, but they exposed a moment of uncommon strain, a reminder that even the most disciplined company can feel unsteady when its…
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Beyond Cupertino November 12, 2025
Apple’s Reported $1B Gemini Deal to Rebuild Siri
Apple’s rumored Gemini partnership reflects Apple’s oldest strategy: borrow strength, learn fast, and quietly replace it with something built to its own standards.
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