Apple

The iPhone Duo Keynote Lied About One Thing. It’s the Thing You’ll Use Most.

The keynote quietly cropped every vertical video to 4:3 and never mentioned it. That’s not a demo. That’s a magic trick.

Sep 11 • Novy Baf

Apple Just Showed Us Its Foldable iPhone. I’m Not Sure It Showed Us Anything New.

The iPhone Duo arrives six years after the Samsung Fold. The iPhone 18 Pro arrives looking exactly like the 17 Pro. And both cost more than ever.

Sep 9 • Novy Baf

Apple Let Samsung Bleed for 7 Years. Now It’s Taking the Foldable Market.

Samsung, Google, Xiaomi, and Huawei learned the hard lessons. Apple took notes. IDC thinks the iPhone Fold will capture 34% of foldable revenue in its…

Sep 4 • Novy Baf

Apple’s September Will Have Two iPhones That Tell Completely Different Stories. One Is Safe. One Is a Gamble.

The iPhone Ultra Will Launch in Waves. Your Country Might Not Be First.

Aug 20 • Novy Baf

iOS 27 Just Rewrote the Rules — and Apple Finally Means It

Inside the three announcements from WWDC 2026 that change everything: Siri AI, child safety, and the most ambitious performance overhaul in years

Jun 10 • Novy Baf

AI Is Eating the World’s Memory. Apple Is the Only Company That Doesn’t Care.

Apple responded by building its cheapest laptop ever. Here’s how.

May 6 • Novy Baf

The Apple Product I Want Most Is the One I’m Almost Sure Will Disappoint Me.

The Apple Ring makes perfect sense on paper. And Apple still hasn’t solved the one thing that would make it actually work.

May 1 • Novy Baf

Tim Cook Made Apple Rich. John Ternus Has to Make It Dangerous Again.

Apple’s new CEO inherits the most valuable company on earth. His job is making sure that’s not the peak.

Apr 29 • Novy Baf

iOS 27 Is Not Just a Software Update. It’s Apple’s Bet on the Next Decade.

Siri finally grows up, the iPhone learns to fold, and Apple wants glasses on your face by early 2027.

Mar 23 • Novy Baf

The Touchscreen MacBook Pro Is Coming in 2026 — And It’ll Repeat the Touch Bar’s Fate

Initial fascination, occasional utility, eventual irrelevance: why laptop ergonomics doom touch interfaces regardless of implementation quality.

Mar 1 • Novy Baf

Apple Is Putting an iPhone Chip in a MacBook and Hoping You Won’t Notice the Compromises.

The A18 Pro MacBook Air sounds cheap at €600 until you compare it to refurbished M2 models at €750.

Feb 17 • Novy Baf

The $6.5 Billion Conflict of Interest That Ended OpenAI’s Apple Partnership

How Jony Ive’s AI hardware startup forced OpenAI to choose between iPhone distribution and building its own ecosystem.

Feb 11 • Novy Baf

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