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 [Newsletters](https://www.inc.com/newsletters)[SUBSCRIBE](https://www.inc.com/subscribe?itm_source=topnav&itm_medium=button&itm_campaign=sticky) [Newsletters](https://www.inc.com/newsletters)[SUBSCRIBE](https://www.inc.com/subscribe?itm_source=topnav&itm_medium=button&itm_campaign=sticky) # apple 1. [Inc. 5000](https://www.inc.com/inc5000) 2. [Business News](https://www.inc.com/news) 3. [Leadership](https://www.inc.com/lead) 4. [Tech](https://www.inc.com/technology) 5. [Startups](https://www.inc.com/startup) 6. [Workplace](https://www.inc.com/workplace) 7. [Innovation](https://www.inc.com/innovate) 8. [Marketing](https://www.inc.com/grow) 9. [Finance](https://www.inc.com/money) 10. [Inc. Premium](https://www.inc.com/premium?itm_source=leftrail&itm_medium=link&itm_campaign=main) 11. [Events](https://www.inc.com/upcoming-events) 12. Custom Studio 1. [Principal](https://www.inc.com/principal) 2. [Verizon + AWS](https://www.inc.com/verizon-aws) 3. 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[More \>](https://www.inc.com/custom-studio) [](https://www.inc.com/chloe-aiello/a-new-case-exposed-the-clever-workaround-the-fbi-uses-to-read-secure-messages-on-iphones/91329762) [Technology](https://www.inc.com/technology)[Chloe Aiello](https://www.inc.com/author/chloe-aiello) [A New Case Exposed the Clever Workaround the FBI Uses to Read Secure Messages on iPhonesLaw enforcement used Apple’s push notifications database to gather messages sent through Signal, and convict defendants for terrorism activities.](https://www.inc.com/chloe-aiello/a-new-case-exposed-the-clever-workaround-the-fbi-uses-to-read-secure-messages-on-iphones/91329762) [Lead](https://www.inc.com/lead)[Moses Jeanfrancois](https://www.inc.com/author/moses-jeanfrancois) [Apple Makes Rare Decision to Shut Down 3 Stores. It Points to a Growing Problem](https://www.inc.com/moses-jeanfrancois/apple-makes-rare-decision-to-shut-down-3-stores-it-points-to-a-growing-problem/91329744) [All three stores are in declining malls.](https://www.inc.com/moses-jeanfrancois/apple-makes-rare-decision-to-shut-down-3-stores-it-points-to-a-growing-problem/91329744) [](https://www.inc.com/moses-jeanfrancois/apple-makes-rare-decision-to-shut-down-3-stores-it-points-to-a-growing-problem/91329744) [Lead](https://www.inc.com/lead)[Jessica Stillman](https://www.inc.com/author/jessica-stillman) [What Most People Totally Misunderstand About Steve Jobs: He Was Hilarious](https://www.inc.com/jessica-stillman/what-most-people-totally-misunderstand-about-steve-jobs-he-was-hilarious/91325916) [Have you ever heard the story of that time Steve Jobs mooned Al Gore?](https://www.inc.com/jessica-stillman/what-most-people-totally-misunderstand-about-steve-jobs-he-was-hilarious/91325916) [](https://www.inc.com/jessica-stillman/what-most-people-totally-misunderstand-about-steve-jobs-he-was-hilarious/91325916) [Technology](https://www.inc.com/technology)[Chloe Aiello](https://www.inc.com/author/chloe-aiello) [Apple’s Folding iPhone Just Hit a Major Roadblock, but It Will Offer a Favorite Feature From iPads](https://www.inc.com/chloe-aiello/apples-folding-iphone-just-hit-a-major-roadblock-but-itll-offer-a-favorite-feature-from-ipads/91327862) [The rumored folding iPhone could have a killer feature—if Apple can solve these engineering problems first.](https://www.inc.com/chloe-aiello/apples-folding-iphone-just-hit-a-major-roadblock-but-itll-offer-a-favorite-feature-from-ipads/91327862) [](https://www.inc.com/chloe-aiello/apples-folding-iphone-just-hit-a-major-roadblock-but-itll-offer-a-favorite-feature-from-ipads/91327862) [Lead](https://www.inc.com/lead)[Jeff Haden](https://www.inc.com/author/jeff-haden) [Why Steve Jobs Said You Should Trust Your Inner Voice Over the Opinions of Others](https://www.inc.com/jeff-haden/why-steve-jobs-said-you-should-trust-your-inner-voice-over-the-opinions-of-others/91324822) [The Apple co-founder on why vision and intuition matter more than input or opinions.](https://www.inc.com/jeff-haden/why-steve-jobs-said-you-should-trust-your-inner-voice-over-the-opinions-of-others/91324822) [](https://www.inc.com/jeff-haden/why-steve-jobs-said-you-should-trust-your-inner-voice-over-the-opinions-of-others/91324822) [Innovate](https://www.inc.com/innovate)[Minda Zetlin](https://www.inc.com/author/minda-zetlin) [Here’s 1 Reason Steve Jobs Was So Successful That No One Ever Talks About](https://www.inc.com/minda-zetlin/heres-1-reason-steve-jobs-was-so-successful-no-one-ever-talks-about/91326754) [It’s a lesson for every leader.](https://www.inc.com/minda-zetlin/heres-1-reason-steve-jobs-was-so-successful-no-one-ever-talks-about/91326754) [](https://www.inc.com/minda-zetlin/heres-1-reason-steve-jobs-was-so-successful-no-one-ever-talks-about/91326754) [Technology](https://www.inc.com/technology)[Jason Aten](https://www.inc.com/author/jason-aten) [Apple Fixed a \$400 Pricing Mistake With a 4-Sentence Email. It’s a Lesson for Every Brand](https://www.inc.com/jason-aten/apple-fixed-a-400-pricing-mistake-with-a-4-sentence-email-its-a-lesson-for-every-brand/91326437) [Apple emailed customers who bought the new Studio Display XDR with a promise of a refund.](https://www.inc.com/jason-aten/apple-fixed-a-400-pricing-mistake-with-a-4-sentence-email-its-a-lesson-for-every-brand/91326437) [](https://www.inc.com/jason-aten/apple-fixed-a-400-pricing-mistake-with-a-4-sentence-email-its-a-lesson-for-every-brand/91326437) [Money](https://www.inc.com/money)[Jeff Haden](https://www.inc.com/author/jeff-haden) [Microsoft Sold Its Apple Stock in 2003 for \$550 Million. Today Those Shares Would Be Worth \$120 Billion](https://www.inc.com/jeff-haden/microsoft-sold-its-apple-stock-in-1997-for-550-million-today-those-shares-would-be-worth-200-billion/91324570) [If you were Bill Gates and Microsoft, would you have held on to your stock?](https://www.inc.com/jeff-haden/microsoft-sold-its-apple-stock-in-1997-for-550-million-today-those-shares-would-be-worth-200-billion/91324570) [](https://www.inc.com/jeff-haden/microsoft-sold-its-apple-stock-in-1997-for-550-million-today-those-shares-would-be-worth-200-billion/91324570) [Technology](https://www.inc.com/technology)[Jason Aten](https://www.inc.com/author/jason-aten) [Apple Just Turned 50. Its Greatest Innovation Has Always Been Version 2](https://www.inc.com/jason-aten/apple-just-turned-50-its-greatest-innovation-has-always-been-version-2/91325345) [As Apple celebrates its 50th birthday, it’s useful to remember the thing that has most defined the company over half a century.](https://www.inc.com/jason-aten/apple-just-turned-50-its-greatest-innovation-has-always-been-version-2/91325345) [](https://www.inc.com/jason-aten/apple-just-turned-50-its-greatest-innovation-has-always-been-version-2/91325345) [Technology](https://www.inc.com/technology)[Chris Velazco](https://www.inc.com/author/chris-velazco) [The 4 Simple Strategies That Have Kept Apple Unstoppable for 50 Years](https://www.inc.com/chris-velazco/apples-4-simple-strategies-that-have-kept-it-unstoppable-for-50-years/91324072) [As Apple turns 50, it’s worth remembering the rules it’s followed along the way.](https://www.inc.com/chris-velazco/apples-4-simple-strategies-that-have-kept-it-unstoppable-for-50-years/91324072) [](https://www.inc.com/chris-velazco/apples-4-simple-strategies-that-have-kept-it-unstoppable-for-50-years/91324072) [Lead](https://www.inc.com/lead)[Leila Sheridan](https://www.inc.com/author/leila-sheridan) [50 Inspiring Steve Jobs Quotes for Apple’s 50th Anniversary](https://www.inc.com/leila-sheridan/steve-jobs-quotes-inspiring/91324756) [A half‑century after Apple began in a garage, Jobs’s words still offer some of the clearest, most practical guidance for building, leading, and creating something that lasts.](https://www.inc.com/leila-sheridan/steve-jobs-quotes-inspiring/91324756) [](https://www.inc.com/leila-sheridan/steve-jobs-quotes-inspiring/91324756) [Technology](https://www.inc.com/technology)[Chloe Aiello](https://www.inc.com/author/chloe-aiello) [Steve Jobs’s 1981 Strategy for Handling Tech Disruption Is the AI Survival Guide We Need Now](https://www.inc.com/chloe-aiello/steve-jobs-1981-strategy-for-handling-tech-disruption-is-the-ai-survival-guide-we-need-now/91324887) [Apple is about to turn 50. In its early days, Steve Jobs was focused on solving a tech problem that still resonates today.](https://www.inc.com/chloe-aiello/steve-jobs-1981-strategy-for-handling-tech-disruption-is-the-ai-survival-guide-we-need-now/91324887) [](https://www.inc.com/chloe-aiello/steve-jobs-1981-strategy-for-handling-tech-disruption-is-the-ai-survival-guide-we-need-now/91324887) [Lead](https://www.inc.com/lead)[Peter Economy](https://www.inc.com/author/peter-economy) [Tim Cook’s 50th Anniversary Letter Reveals Apple’s Secret to Innovation](https://www.inc.com/peter-economy/tim-cook-50th-anniversary-letter-reveals-apples-secret-to-innovation/91316990) [If you take one lesson from Apple after five decades, let it be this: Always look forward, not backward.](https://www.inc.com/peter-economy/tim-cook-50th-anniversary-letter-reveals-apples-secret-to-innovation/91316990) [](https://www.inc.com/peter-economy/tim-cook-50th-anniversary-letter-reveals-apples-secret-to-innovation/91316990) [Innovate](https://www.inc.com/innovate)[Fast Company](https://www.inc.com/author/fast-company-2) [Steve Jobs Meets Brain Rot: Inside Apple’s Bold New Social Strategy](https://www.inc.com/fast-company-2/steve-jobs-meets-brain-rot-inside-apples-bold-new-social-strategy/91322635) [Apple just deleted its entire TikTok history to embrace brain rot and Y2K nostalgia. Here’s why that’s smart.](https://www.inc.com/fast-company-2/steve-jobs-meets-brain-rot-inside-apples-bold-new-social-strategy/91322635) [](https://www.inc.com/fast-company-2/steve-jobs-meets-brain-rot-inside-apples-bold-new-social-strategy/91322635) [Technology](https://www.inc.com/technology)[Jason Aten](https://www.inc.com/author/jason-aten) [Apple Maps Is Getting Ads. It’s Apple’s Riskiest Bet Yet](https://www.inc.com/jason-aten/apple-maps-is-getting-ads-its-apples-riskiest-bet-yet/91321847) [Apple’s business-targeted announcements depend on the trust the company build over decades.](https://www.inc.com/jason-aten/apple-maps-is-getting-ads-its-apples-riskiest-bet-yet/91321847) [](https://www.inc.com/jason-aten/apple-maps-is-getting-ads-its-apples-riskiest-bet-yet/91321847) [Technology](https://www.inc.com/technology)[Chloe Aiello](https://www.inc.com/author/chloe-aiello) [You Should Download Apple’s Latest iOS Update Now: Fun New Emojis Are Just the Start](https://www.inc.com/chloe-aiello/you-should-download-apples-latest-ios-update-now-fun-new-emojis-are-just-the-start/91321732) [Apple’s latest iOS update will change your iPhone experience, and finally offer you a ballet dancer emoji, too.](https://www.inc.com/chloe-aiello/you-should-download-apples-latest-ios-update-now-fun-new-emojis-are-just-the-start/91321732) [](https://www.inc.com/chloe-aiello/you-should-download-apples-latest-ios-update-now-fun-new-emojis-are-just-the-start/91321732) [Technology](https://www.inc.com/technology)[Jason Aten](https://www.inc.com/author/jason-aten) [With the MacBook Neo, Apple Made the Perfect AI Computer](https://www.inc.com/jason-aten/with-the-macbook-neo-apple-made-the-perfect-ai-computer/91320593) [Apple’s least expensive Mac ever might just be the computer most people need for using AI tools.](https://www.inc.com/jason-aten/with-the-macbook-neo-apple-made-the-perfect-ai-computer/91320593) [](https://www.inc.com/jason-aten/with-the-macbook-neo-apple-made-the-perfect-ai-computer/91320593) [Lead](https://www.inc.com/lead)[Amaya Nichole](https://www.inc.com/author/amaya-nichole) [Micron’s CEO Warns: AI Laptop Prices Are About to Soar—and It Won’t End Soon](https://www.inc.com/amaya-nichole/microns-ceo-warns-ai-laptop-prices-are-about-to-soar-and-it-wont-end-soon/91320215) [A perfect storm of surging demand, constrained supply, and rising memory requirements is making AI laptops more expensive.](https://www.inc.com/amaya-nichole/microns-ceo-warns-ai-laptop-prices-are-about-to-soar-and-it-wont-end-soon/91320215) [](https://www.inc.com/amaya-nichole/microns-ceo-warns-ai-laptop-prices-are-about-to-soar-and-it-wont-end-soon/91320215) [Innovate](https://www.inc.com/innovate)[Fast Company](https://www.inc.com/author/fast-company-2) [Google and Apple Never Hire ‘UX/UI Designers.’ Neither Should You](https://www.inc.com/fast-company-2/google-and-apple-never-hire-ux-ui-designers-neither-should-you/91320196) [The reason begins with a simple but deliberate question.](https://www.inc.com/fast-company-2/google-and-apple-never-hire-ux-ui-designers-neither-should-you/91320196) [](https://www.inc.com/fast-company-2/google-and-apple-never-hire-ux-ui-designers-neither-should-you/91320196) [Technology](https://www.inc.com/technology)[Chloe Aiello](https://www.inc.com/author/chloe-aiello) [Check Your iPhone Settings Now: Apple Releases First-Ever Background Security Patch](https://www.inc.com/chloe-aiello/check-your-iphone-settings-now-apple-releases-first-ever-background-security-patch/91318559) [This is the first Background Security Improvement from Apple. Here’s how to make sure your iPhone installs it right away.](https://www.inc.com/chloe-aiello/check-your-iphone-settings-now-apple-releases-first-ever-background-security-patch/91318559) [](https://www.inc.com/chloe-aiello/check-your-iphone-settings-now-apple-releases-first-ever-background-security-patch/91318559) [Technology](https://www.inc.com/technology)[Jason Aten](https://www.inc.com/author/jason-aten) [Tim Cook Just Called Apple’s Customers Crazy](https://www.inc.com/jason-aten/tim-cook-just-called-apples-customers-crazy/91318469) [Apple is celebrating its 50th birthday with a series of events.](https://www.inc.com/jason-aten/tim-cook-just-called-apples-customers-crazy/91318469) [](https://www.inc.com/jason-aten/tim-cook-just-called-apples-customers-crazy/91318469) [Lead](https://www.inc.com/lead)[Ava Levinson](https://www.inc.com/author/ava-levinson) [Steve Jobs Gave Tim Cook 1 Piece of Advice. It Still Shapes Apple Today](https://www.inc.com/ava-levinson/steve-jobs-gave-tim-cook-one-piece-of-advice-it-still-shapes-apple-today/91315966) [The founder trusted Cook to lead in his own style.](https://www.inc.com/ava-levinson/steve-jobs-gave-tim-cook-one-piece-of-advice-it-still-shapes-apple-today/91315966) [](https://www.inc.com/ava-levinson/steve-jobs-gave-tim-cook-one-piece-of-advice-it-still-shapes-apple-today/91315966) [Technology](https://www.inc.com/technology)[Jessica Stillman](https://www.inc.com/author/jessica-stillman) [Steve Jobs’s 10-80-10 Rule Is Even More Useful in the AI Era](https://www.inc.com/jessica-stillman/steve-jobs-10-80-10-rule-is-even-more-useful-in-the-ai-era/91313015) [AI was a distant dream when the charismatic founder was using the 10-80-10 rule at Apple, but the principle is just as useful today.](https://www.inc.com/jessica-stillman/steve-jobs-10-80-10-rule-is-even-more-useful-in-the-ai-era/91313015) [](https://www.inc.com/jessica-stillman/steve-jobs-10-80-10-rule-is-even-more-useful-in-the-ai-era/91313015) [Technology](https://www.inc.com/technology)[Chris Velazco](https://www.inc.com/author/chris-velazco) [How the Steve Jobs Playbook Could Help Apple Win Over a New Generation of Customers](https://www.inc.com/chris-velazco/how-the-steve-jobs-playbook-could-help-apple-win-over-a-new-generation-of-customers/91314624) [In 1984, Steve Jobs stepped onto a stage to reveal the Macintosh. Today, the MacBook Neo is poised to follow a similar path.](https://www.inc.com/chris-velazco/how-the-steve-jobs-playbook-could-help-apple-win-over-a-new-generation-of-customers/91314624) [](https://www.inc.com/chris-velazco/how-the-steve-jobs-playbook-could-help-apple-win-over-a-new-generation-of-customers/91314624) [Innovate](https://www.inc.com/innovate)[Fast Company](https://www.inc.com/author/fast-company-2) [The MacBook Neo Is Apple’s Take on the Nike Dunk](https://www.inc.com/fast-company-2/the-macbook-neo-is-apples-take-on-the-nike-dunk/91314950) [Apple’s \$599 laptop is a supply-chain triumph wrapped in nostalgic candy colors, but it fails to deliver the ‘new’ its name demands.](https://www.inc.com/fast-company-2/the-macbook-neo-is-apples-take-on-the-nike-dunk/91314950) [](https://www.inc.com/fast-company-2/the-macbook-neo-is-apples-take-on-the-nike-dunk/91314950) [Technology](https://www.inc.com/technology)[Jason Aten](https://www.inc.com/author/jason-aten) [Review: The MacBook Neo Is the Perfect Set of Compromises](https://www.inc.com/jason-aten/the-macbook-neo-is-the-perfect-set-of-compromises/91314366) [To make a Mac under \$600, Apple made a series of very specific choices.](https://www.inc.com/jason-aten/the-macbook-neo-is-the-perfect-set-of-compromises/91314366) [](https://www.inc.com/jason-aten/the-macbook-neo-is-the-perfect-set-of-compromises/91314366) [Money](https://www.inc.com/money)[Brian Contreras](https://www.inc.com/author/brian-contreras) [Is the MacBook Neo a ‘Recession Indicator’? Tech CEOs Are Divided Over Apple’s \$599 Laptop](https://www.inc.com/brian-contreras/apple-macbook-neo-recession-indicator-599-laptop/91312694) [Business leaders are wondering whether the low-cost laptop signals economic trouble on the horizon.](https://www.inc.com/brian-contreras/apple-macbook-neo-recession-indicator-599-laptop/91312694) [](https://www.inc.com/brian-contreras/apple-macbook-neo-recession-indicator-599-laptop/91312694) [Technology](https://www.inc.com/technology)[Jason Aten](https://www.inc.com/author/jason-aten) [Tim Cook Says Apple Meetings Are Full of Arguments. That’s the Point](https://www.inc.com/jason-aten/tim-cook-says-apple-meetings-are-full-of-arguments-thats-the-point/91313772) [In an interview with ‘CBS News Sunday Morning,’ Apple’s CEO explains the value of different opinions and perspectives.](https://www.inc.com/jason-aten/tim-cook-says-apple-meetings-are-full-of-arguments-thats-the-point/91313772) [](https://www.inc.com/jason-aten/tim-cook-says-apple-meetings-are-full-of-arguments-thats-the-point/91313772) [Technology](https://www.inc.com/technology)[Leila Sheridan](https://www.inc.com/author/leila-sheridan) [Here’s Every Major Product Apple Unveiled at Its March Event—Including Its Cheapest Laptop Ever](https://www.inc.com/leila-sheridan/heres-every-major-product-apple-unveiled-at-its-march-event-including-its-cheapest-laptop-ever/91311929) [The company introduced updates to the iPhone, iPad Air, and MacBook lineup while debuting a new \$599 MacBook Neo aimed at budget buyers.](https://www.inc.com/leila-sheridan/heres-every-major-product-apple-unveiled-at-its-march-event-including-its-cheapest-laptop-ever/91311929) [](https://www.inc.com/leila-sheridan/heres-every-major-product-apple-unveiled-at-its-march-event-including-its-cheapest-laptop-ever/91311929) [Technology](https://www.inc.com/technology)[Jason Aten](https://www.inc.com/author/jason-aten) [The MacBook Neo May Be Apple’s Most Consequential New Product in a Decade](https://www.inc.com/jason-aten/the-macbook-neo-may-be-apples-most-consequential-new-product-in-a-decade/91311775) [For the first time since the 11-inch MacBook Air, Apple has an affordable Mac Laptop. That changes everything.](https://www.inc.com/jason-aten/the-macbook-neo-may-be-apples-most-consequential-new-product-in-a-decade/91311775) [](https://www.inc.com/jason-aten/the-macbook-neo-may-be-apples-most-consequential-new-product-in-a-decade/91311775) [Technology](https://www.inc.com/technology)[Jason Aten](https://www.inc.com/author/jason-aten) [Everyone Expected Apple to Raise Prices on Its New Macs. What It Did Instead Was Much Smarter](https://www.inc.com/jason-aten/everyone-expected-apple-to-raise-prices-on-its-new-macs-what-it-did-instead-was-much-smarter/91311581) [With AI chips consuming the current supply of memory, everyone was watching what Apple would do.](https://www.inc.com/jason-aten/everyone-expected-apple-to-raise-prices-on-its-new-macs-what-it-did-instead-was-much-smarter/91311581) [](https://www.inc.com/jason-aten/everyone-expected-apple-to-raise-prices-on-its-new-macs-what-it-did-instead-was-much-smarter/91311581) [Lead](https://www.inc.com/lead)[Kevin Haynes](https://www.inc.com/author/kevin-haynes) [Berkshire’s New CEO Bets Big on 4 Forever Stocks](https://www.inc.com/kevin-haynes/berkshires-new-ceo-bets-big-on-four-forever-stocks/91310253) [Greg Abel, succeeding Warren Buffett, tells shareholders four companies account for half of Berkshire Hathaway’s \$300 billion equity portfolio—now and probably forever.](https://www.inc.com/kevin-haynes/berkshires-new-ceo-bets-big-on-four-forever-stocks/91310253) [](https://www.inc.com/kevin-haynes/berkshires-new-ceo-bets-big-on-four-forever-stocks/91310253) [Lead](https://www.inc.com/lead)[Peter Economy](https://www.inc.com/author/peter-economy) [Apple Didn’t Rush AI and That’s No Accident. Here Are 5 Leadership Takeaways](https://www.inc.com/peter-economy/apple-didnt-rush-ai-and-thats-no-accident-here-are-leadership-takeaways/91306411) [While other companies sprinted to slap “AI” labels on everything, Apple looked like it was taking its time.](https://www.inc.com/peter-economy/apple-didnt-rush-ai-and-thats-no-accident-here-are-leadership-takeaways/91306411) [](https://www.inc.com/peter-economy/apple-didnt-rush-ai-and-thats-no-accident-here-are-leadership-takeaways/91306411) [Lead](https://www.inc.com/lead)[Ava Levinson](https://www.inc.com/author/ava-levinson) [Apple May Reveal 5 New Products Next Week, Including a Big New Bet for the Company](https://www.inc.com/ava-levinson/apple-five-new-products-budget-macbook/91306785) [The launch announcements will take place from March 2 through March 4.](https://www.inc.com/ava-levinson/apple-five-new-products-budget-macbook/91306785) [](https://www.inc.com/ava-levinson/apple-five-new-products-budget-macbook/91306785) [Lead](https://www.inc.com/lead)[Leila Sheridan](https://www.inc.com/author/leila-sheridan) [Scott Galloway Slams Tim Cook’s Response to Trump: ‘It’s Spitting in Our Face’](https://www.inc.com/leila-sheridan/scott-galloway-slams-tim-cooks-response-to-trump-its-spitting-in-our-face/91305440) [The NYU professor argues corporate leaders talk values privately but follow incentives publicly—and consumers hold the leverage.](https://www.inc.com/leila-sheridan/scott-galloway-slams-tim-cooks-response-to-trump-its-spitting-in-our-face/91305440) [](https://www.inc.com/leila-sheridan/scott-galloway-slams-tim-cooks-response-to-trump-its-spitting-in-our-face/91305440) [Lead](https://www.inc.com/lead)[Leila Sheridan](https://www.inc.com/author/leila-sheridan) [Apple’s Emergency SOS Helped Save 6 Skiers After California’s Deadliest Avalanche—Here’s How to Use It Yourself](https://www.inc.com/leila-sheridan/apples-emergency-sos-helped-save-6-skiers-after-californias-deadliest-avalanche-heres-how-to-use-it-yourself/91305302) [It allowed skiers to connect with rescuers via satellite.](https://www.inc.com/leila-sheridan/apples-emergency-sos-helped-save-6-skiers-after-californias-deadliest-avalanche-heres-how-to-use-it-yourself/91305302) [](https://www.inc.com/leila-sheridan/apples-emergency-sos-helped-save-6-skiers-after-californias-deadliest-avalanche-heres-how-to-use-it-yourself/91305302) [Lead](https://www.inc.com/lead)[Jeff Haden](https://www.inc.com/author/jeff-haden) [Steve Jobs Saved Apple by Overcoming Divestiture Aversion. It Will Work for You, Too](https://www.inc.com/jeff-haden/steve-jobs-saved-apple-by-overcoming-divestiture-aversion-it-will-work-for-you-too/91303708) [Divestiture aversion is common and pervasive—and probably holding you back.](https://www.inc.com/jeff-haden/steve-jobs-saved-apple-by-overcoming-divestiture-aversion-it-will-work-for-you-too/91303708) [](https://www.inc.com/jeff-haden/steve-jobs-saved-apple-by-overcoming-divestiture-aversion-it-will-work-for-you-too/91303708) [Technology](https://www.inc.com/technology)[Ben Sherry](https://www.inc.com/author/ben-sherry) [Apple Is Making a Major Change to Its Podcasts App. It Arrives This Spring](https://www.inc.com/ben-sherry/apple-is-making-a-major-change-to-its-podcasts-app-it-arrives-this-spring/91303782) [The switch will give listeners new options—and provide new business opportunities for podcasters and advertisers.](https://www.inc.com/ben-sherry/apple-is-making-a-major-change-to-its-podcasts-app-it-arrives-this-spring/91303782) [](https://www.inc.com/ben-sherry/apple-is-making-a-major-change-to-its-podcasts-app-it-arrives-this-spring/91303782) [Lead](https://www.inc.com/lead)[Kevin Haynes](https://www.inc.com/author/kevin-haynes) [Apple Announces a Special Launch Event. Here’s What to Expect](https://www.inc.com/kevin-haynes/apple-announces-special-launch-event-heres-what-to-expect/91303523) [A ‘special Apple experience’ showcasing new products and updates is slated for March 4 in New York, London, and Shanghai.](https://www.inc.com/kevin-haynes/apple-announces-special-launch-event-heres-what-to-expect/91303523) [](https://www.inc.com/kevin-haynes/apple-announces-special-launch-event-heres-what-to-expect/91303523) [Lead](https://www.inc.com/lead)[Ava Levinson](https://www.inc.com/author/ava-levinson) [Apple Pushes Emergency iPhone Update After ‘Extremely Sophisticated’ Spyware Attack. Experts Advise Installing It Immediately](https://www.inc.com/ava-levinson/apple-pushes-emergency-iphone-update-after-extremely-sophisticated-spyware-attack-experts-say-to-install-immediately/91303075) [Apple’s latest update comes with an urgent ‘update now’ message.](https://www.inc.com/ava-levinson/apple-pushes-emergency-iphone-update-after-extremely-sophisticated-spyware-attack-experts-say-to-install-immediately/91303075) [](https://www.inc.com/ava-levinson/apple-pushes-emergency-iphone-update-after-extremely-sophisticated-spyware-attack-experts-say-to-install-immediately/91303075) [Lead](https://www.inc.com/lead)[Carmine Gallo](https://www.inc.com/author/carmine-gallo) [What Steve Jobs Knew That AI Doesn’t](https://www.inc.com/carmine-gallo/what-steve-jobs-knew-that-ai-doesnt/91302152) [Humans are wired to respond to emotions, not AI algorithms.](https://www.inc.com/carmine-gallo/what-steve-jobs-knew-that-ai-doesnt/91302152) [](https://www.inc.com/carmine-gallo/what-steve-jobs-knew-that-ai-doesnt/91302152) [Lead](https://www.inc.com/lead)[Ava Levinson](https://www.inc.com/author/ava-levinson) [Tim Cook Reassures Apple Employees After Immigration Raids: ‘You Have My Word’](https://www.inc.com/ava-levinson/tim-cook-apple-employees-immigration/91298666) [The Apple CEO pledged to press lawmakers during a town hall yesterday.](https://www.inc.com/ava-levinson/tim-cook-apple-employees-immigration/91298666) [](https://www.inc.com/ava-levinson/tim-cook-apple-employees-immigration/91298666) [Lead](https://www.inc.com/lead)[Leila Sheridan](https://www.inc.com/author/leila-sheridan) [Tim Cook Says Apple’s AI Advantage Is What Other Tech Giants Overlook](https://www.inc.com/leila-sheridan/tim-cook-says-apples-ai-advantage-is-what-other-tech-giants-overlook/91295378) [In the company’s latest earnings call, Tim Cook frames privacy as Apple’s competitive edge in the AI boom.](https://www.inc.com/leila-sheridan/tim-cook-says-apples-ai-advantage-is-what-other-tech-giants-overlook/91295378) [](https://www.inc.com/leila-sheridan/tim-cook-says-apples-ai-advantage-is-what-other-tech-giants-overlook/91295378) [Technology](https://www.inc.com/technology)[Ava Levinson](https://www.inc.com/author/ava-levinson) [Tim Cook Thinks He Has Identified Apple’s Next Big Growth Opportunity](https://www.inc.com/ava-levinson/tim-cook-apple-growth-marketes/91295115) [The CEO reported the company’s ‘best ever quarter.’](https://www.inc.com/ava-levinson/tim-cook-apple-growth-marketes/91295115) [](https://www.inc.com/ava-levinson/tim-cook-apple-growth-marketes/91295115) [Money](https://www.inc.com/money)[Phil Rosen](https://www.inc.com/author/phil-rosen) [Apple and Microsoft Earnings Explain the Divergence in the AI Trade](https://www.inc.com/phil-rosen/stock-market-outlook-microsoft-apple-earnings-nvidia-tech-ai-trade/91294951) [Apple hardware is booming while Microsoft software is lagging.](https://www.inc.com/phil-rosen/stock-market-outlook-microsoft-apple-earnings-nvidia-tech-ai-trade/91294951) [](https://www.inc.com/phil-rosen/stock-market-outlook-microsoft-apple-earnings-nvidia-tech-ai-trade/91294951) [Technology](https://www.inc.com/technology)[Jason Aten](https://www.inc.com/author/jason-aten) [While Everyone Else Tries to Replace the iPhone, Apple Just Had Its Best Quarter Ever](https://www.inc.com/jason-aten/while-everyone-else-tries-to-replace-the-iphone-apple-just-had-its-best-quarter-ever/91294881) [Apple reported record earnings, almost entirely because of its iPhone and Services businesses.](https://www.inc.com/jason-aten/while-everyone-else-tries-to-replace-the-iphone-apple-just-had-its-best-quarter-ever/91294881) [](https://www.inc.com/jason-aten/while-everyone-else-tries-to-replace-the-iphone-apple-just-had-its-best-quarter-ever/91294881) [Technology](https://www.inc.com/technology)[Jason Aten](https://www.inc.com/author/jason-aten) [Apple’s Creator Studio Isn’t an Adobe Killer. It’s Something Else Entirely](https://www.inc.com/jason-aten/apples-creator-studio-isnt-an-adobe-killer-its-something-else-entirely/91293646) [Apple’s new Creator Studio subscription is targeted at a very specific audience.](https://www.inc.com/jason-aten/apples-creator-studio-isnt-an-adobe-killer-its-something-else-entirely/91293646) [](https://www.inc.com/jason-aten/apples-creator-studio-isnt-an-adobe-killer-its-something-else-entirely/91293646) [Innovate](https://www.inc.com/innovate)[Fast Company](https://www.inc.com/author/fast-company-2) [A Former Apple Executive Is Bringing Design-First Thinking to the Wine Business](https://www.inc.com/fast-company-2/a-former-apple-executive-is-bringing-design-first-thinking-to-the-wine-business/91292217) [After decades chasing the next big thing in tech, Xander Soren is intentionally keeping his wine brand small enough to taste every decision.](https://www.inc.com/fast-company-2/a-former-apple-executive-is-bringing-design-first-thinking-to-the-wine-business/91292217) [](https://www.inc.com/fast-company-2/a-former-apple-executive-is-bringing-design-first-thinking-to-the-wine-business/91292217) [Technology](https://www.inc.com/technology)[Jason Aten](https://www.inc.com/author/jason-aten) [Apple’s Rumored AI Pin Forces a Simple Question: What Do People Actually Want?](https://www.inc.com/jason-aten/apples-rumored-ai-pin-forces-a-simple-question-what-do-people-actually-want/91292011) [The form factor should be dictated by what people actually want from an AI device.](https://www.inc.com/jason-aten/apples-rumored-ai-pin-forces-a-simple-question-what-do-people-actually-want/91292011) [](https://www.inc.com/jason-aten/apples-rumored-ai-pin-forces-a-simple-question-what-do-people-actually-want/91292011) [Technology](https://www.inc.com/technology)[Jason Aten](https://www.inc.com/author/jason-aten) [Apple Spent Years Downplaying AI Chatbots. Now Siri Is Becoming One](https://www.inc.com/jason-aten/apple-spent-years-downplaying-ai-chatbots-now-siri-is-becoming-one/91291104) [A new report from Bloomberg suggests Apple is turning Siri into an AI chatbot.](https://www.inc.com/jason-aten/apple-spent-years-downplaying-ai-chatbots-now-siri-is-becoming-one/91291104) [](https://www.inc.com/jason-aten/apple-spent-years-downplaying-ai-chatbots-now-siri-is-becoming-one/91291104) [Innovate](https://www.inc.com/innovate)[Fast Company](https://www.inc.com/author/fast-company-2) [Apple Just Straight-Up Robbed Google](https://www.inc.com/fast-company-2/apple-just-straight-up-robbed-google/91290436) [Apple didn’t lose the AI race to Google. It won the chance to show us what ‘Apple Intelligence’ might actually look like.](https://www.inc.com/fast-company-2/apple-just-straight-up-robbed-google/91290436) [](https://www.inc.com/fast-company-2/apple-just-straight-up-robbed-google/91290436) [Lead](https://www.inc.com/lead)[Jason Aten](https://www.inc.com/author/jason-aten) [What Everyone Gets Wrong About Steve Jobs, According to Pixar Co-Founder Ed Catmull](https://www.inc.com/jason-aten/what-everyone-gets-wrong-about-steve-jobs-according-to-pixar-co-founder-ed-catmull/91289741) [In an interview, Pixar founder Ed Catmull reveals a side of Steve Jobs most of us never saw.](https://www.inc.com/jason-aten/what-everyone-gets-wrong-about-steve-jobs-according-to-pixar-co-founder-ed-catmull/91289741) [](https://www.inc.com/jason-aten/what-everyone-gets-wrong-about-steve-jobs-according-to-pixar-co-founder-ed-catmull/91289741) [Innovate](https://www.inc.com/innovate)[Fast Company](https://www.inc.com/author/fast-company-2) [Who Is Apple’s Creator Studio Really For?](https://www.inc.com/fast-company-2/who-is-apples-creator-studio-really-for/91288856) [Too complex for the Canva crowd and too lightweight for Adobe users, Apple’s Creator Studio subscription straddles a challenging middle ground.](https://www.inc.com/fast-company-2/who-is-apples-creator-studio-really-for/91288856) [](https://www.inc.com/fast-company-2/who-is-apples-creator-studio-really-for/91288856) [Technology](https://www.inc.com/technology)[Jason Aten](https://www.inc.com/author/jason-aten) [With Its Google Gemini Deal, Apple Just Made Its Most Intelligent Move Yet](https://www.inc.com/jason-aten/with-its-google-gemini-deal-apple-just-made-its-most-intelligent-move-yet/91287907) [The deal to power Siri makes sense for everyone involved, even if it goes against Apple’s usual playbook.](https://www.inc.com/jason-aten/with-its-google-gemini-deal-apple-just-made-its-most-intelligent-move-yet/91287907) [](https://www.inc.com/jason-aten/with-its-google-gemini-deal-apple-just-made-its-most-intelligent-move-yet/91287907) [Technology](https://www.inc.com/technology)[Ava Levinson](https://www.inc.com/author/ava-levinson) [Is Sam Altman Preparing to Release an AirPod Killer?](https://www.inc.com/ava-levinson/sam-altman-airpod-killer-device/91287628) [New information was leaked about the OpenAI CEO’s collaboration with former Apple executive Jony Ive.](https://www.inc.com/ava-levinson/sam-altman-airpod-killer-device/91287628) [](https://www.inc.com/ava-levinson/sam-altman-airpod-killer-device/91287628) See More Stories 1. 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