Section13 essays
Inside Apple
Independent reporting and analysis of Apple’s leadership, strategy, culture, and the decisions behind its products.
Through the Atrium
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Latest Inside Apple essays
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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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 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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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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Inside Apple November 3, 2025
Apple Questions Itself in iOS 26.1
In iOS 26.1, Apple’s new toggle doesn’t refine Liquid Glass, it retreats from it. The company that once told us what we’d want tomorrow now asks what we…
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Inside Apple June 8, 2025
WWDC 2025: The Opening Act Apple Can’t Afford to Miss
Every WWDC has rhythm; Cook’s calm, Craig’s sprint, and that one “one more thing.” But this year, Apple’s opening act could change everything.
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Inside Apple December 29, 2022
The iPhone Lineup Needs a Steve-Sized Cleanup
Apple once made simplicity its greatest feature. Today’s iPhone lineup feels like the opposite, a maze of models that even Steve would’ve trimmed.
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Inside Apple December 15, 2022
iPhone Sideloading Isn’t Freedom
Users will not have a choice on whether or not to sideload. It'll be forced upon them.
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Beyond Cupertino December 14, 2022
What the EU Doesn’t Understand About iPhone Sideloading
The EU calls it fairness. Apple calls it risk. Sideloading may sound like freedom, but the iPhone’s safety is the choice users already made.
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Deep Dive November 8, 2022
How Apple Lost Control of Its Betas
The iOS beta program remains flawed — too open, too noisy, and still disconnected from the feedback it claims to welcome.
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Inside Apple September 18, 2022
iPhone 14 Pro: Early First Impressions and Insights
Apple’s iPhone 14 Pro feels familiar yet finally distinct, a measured step toward what “Pro” should mean.
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