Apple's $30 Billion Broadcom Deal Is Two Stories. Only One Made the Press Release.
Apple's Broadcom press release is about manufacturing jobs. The SEC filing underneath reveals an AI server chip and an RF filter Apple still can't build.
Analysis
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Analysis and opinion on the decisions, strategies, and forces shaping the technology industry. No press release regurgitation, no hot takes for clicks — just the work of figuring out what's actually happening and why it matters.
App Intents Are the New ASO: How Siri AI Will Discover Apps
Apple's app discovery is moving from keyword ranking to intent. Apps that declare their actions through App Intents get surfaced by Siri AI, while the rest fall outside assistant-driven discovery.
Tim Cook Says Apple's Prices Are About to Go Up. They Already Did.
Tim Cook calls Apple price increases unavoidable, but the Mac mini already got pricier months earlier, revealing how the iPhone 18 cycle will absorb the hit.
Apple Was Rumored to Be Building a Search Engine for a Decade. It Built an Answer Engine Instead.
A rebuilt Siri reads the web and answers for you, set to be the default on more than two billion devices this fall. It will decide what those people hear about your brand, and almost no one has noticed, because it is called Siri.
The Category That Outlived Everyone Who Built It
Google's Fitbit Air is being called WHOOP like, but screen-less wrist tracking dates to 2011. The category outlived its pioneers, and that history deserves more than a footnote.
The Free Chips Are Gone. Now We Find Out If Apple Really Wants the Budget Market.
The MacBook Neo's $599 price was built on Apple's own iPhone quality standards, not strategy. Now that supply is gone, Apple is paying full price to stay in the budget market.
Your Apple Watch Knows You Have Sleep Apnea. It Just Won't Let That Affect Your Score.
Apple's Sleep Score barely moved across a 7-month documented deterioration in my Central Sleep Apnea data. Two years of personal data shows why that matters.
The Laptop Chip War Has Never Been This Competitive. Here's Who's Actually Winning.
Apple, Intel, AMD, and Qualcomm are all making genuine claims on the 2026 laptop market. Here's what the actual performance data says about who's winning and why.
Microsoft Renamed Everything Copilot. Now It's Quietly Undoing All of It.
Microsoft put Copilot on everything and users pushed back hard. Now it's quietly undoing the strategy. Here's what the branding disaster actually cost.
Rivian Built the Car It Always Promised. Now It Has to Prove It Can Sell It.
Rivian’s R2 started production on April 22, 2026, days after a tornado hit the factory.
The Engineer Who Owns the Product: Why John Ternus Is the Right CEO for the Next Apple
John Ternus spent 25 years making Apple’s hardware the envy of the industry. Now he has to run the whole company.
The Architect Gets the Blueprint: Why Johny Srouji Is Now Apple's Most Powerful Hardware Voice
Johny Srouji's promotion to Chief Hardware Officer isn't just a title upgrade. It's Apple declaring that silicon is now the product and the company's future.