About this site


Covering the business of Apple in the Tim Cook era.

This is the successor to Apple 2.0, a news site that I launched in 2007 at Business 2.0 and which Fortune retired seven years later. See Whatever happened to Apple 2.0.

There are two ways to read my new stuff: Paid and free.

Members who pay ($10/month, $100/year) get my daily posts in their inbox plus full access to the website, discussion boards and other premium content.

If you can’t pay, wait a few days and the same posts will be free—although the discussion boards will be off-limits.

It’s an experiment in ad-free independent business journalism on the Internet. Your support is appreciated.

Subscribe here.

—Philip Elmer-DeWitt (read about me here)

P.S. I want this to be a safe place to share ideas. Real names only.