A lot of drumroll about "incredible" new products in the works, but absolutely no details
FORTUNE -- It turns out that getting Tim Cook to sit in All Things Digital's red "hot seat" is not necessarily the best way to find out what he is up to. You'll learn more about Cook's Apple (AAPL) from Adam Lashinsky's Fortune cover story that you would from Tuesday night's nearly two-hour Q&A with Walt MOREPhilip Elmer-DeWitt - May 30, 2012 6:19 AM ET
The iPhone's "buzz" got a bump after Apple started using celebrities in its Siri ads
FORTUNE -- Some purists used the fact that Apple (AAPL) had replaced the always appealing but generally anonymous faces in its TV ads with a couple of Hollywood celebrities -- Zooey Deschanel and Samuel L. Jackson -- as evidence that the company had gone to hell without Steve Jobs at the helm. (See Siri takes a star turn.)
But MOREPhilip Elmer-DeWitt - May 16, 2012 7:56 AM ET
Not going to happen. Not Apple. Not at that price. No matter what Forbes says.
FORTUNE -- At 11:07 a.m. Monday, a brief item hit the business newswires:
Apple may buy Twitter for $10B -- Forbes
At first I assumed it was some kind of mistake. But no, there it was on Forbes.com: A 980-word piece by Eric Jackson, one of their regular contributors, pitching Apple's (AAPL) $10 billion purchase of Twitter as MOREPhilip Elmer-DeWitt - Apr 23, 2012 4:09 PM ET
Samuel L. Jackson and Zooey Deschanel signal a shift in Apple's marketing strategy
As anyone who has lived with an iPhone 4S for more than a few weeks can tell you, its voice-activated personal assistant can be -- to put it kindly -- a little flaky. But Siri is still one of the device's marquis features -- something the iPhone can do that none of its rival smartphones can match.
So Apple (AAPL) MOREPhilip Elmer-DeWitt - Apr 17, 2012 7:01 AM ET
He wasn't particularly fond of the name, recalls co-founder Dag Kittlaus
Three weeks after his Siri app was approved for sale on the App Store, Dag Kittlaus was told to expect a call from Apple senior vice president Scott Forstall. The phone rang:
"Dag, this is Steve Jobs."
That, according to NetworkWorld's Yoni Heisler, was the beginning of the chain of events that led to Apple (AAPL) buying Kittlaus' company for $200 million and making MOREPhilip Elmer-DeWitt - Mar 28, 2012 12:25 PM ET
Apple didn't deliver many surprises Wednesday, but it left room to dream
Except for Siri, which may come later, and Apple's (AAPL) decision not to give the new device its own name, most of the rumors leading up to Wednesday's iPad unveiling turned out to be true.
That's not to say that there aren't folks out there wishing the company had pushed the technological envelope just a bit further.
A few hours before the MOREPhilip Elmer-DeWitt - Mar 9, 2012 7:10 AM ET
Would that the iPhone's intelligent assistant were as smart as the latest TV ad suggests
Based on my experience with the iPhone 4S, Apple (AAPL) is doing something very un-Applelike in its TV ads for Siri -- over-promise and under-deliver.
Case in point: The last instruction the woman gives her voice-activated assistant in the TV ad that debuted Thursday night. "Remind me to do this again," she tells Siri on a beach MOREPhilip Elmer-DeWitt - Feb 10, 2012 9:39 AM ET
"I can't believe I bought my soul mate at Glendale Galleria."
Another triumph of product placement for Apple (AAPL). Catch it on YouTube before Time Warner (TWX) takes it down.Philip Elmer-DeWitt - Jan 29, 2012 7:01 AM ET
Who are the 1% who are sucking up half the world's cellular bandwidth?
It's tempting to blame -- as many headline writers have -- Apple's (AAPL) newest iPhone and its voice-activated personal assistant for the fact that 3% of mobile users now consume 70% of the world's bandwidth, up from 40% in 2009.
After all, the iPhone 4S with Siri consumes nearly twice as much data as the iPhone 4 and nearly MOREPhilip Elmer-DeWitt - Jan 6, 2012 7:16 AM ET
Would that Apple's intelligent assistant were as reliable as its Christmas TV ad suggests
Apple (AAPL) has been pushing Siri hard as the key selling point for the iPhone 4S, especially on TV with ads like the Santa spot it began airing this week. (It's also available on YouTube.)
But our experience is that between system outages, misunderstandings and the basic limitations of its knowledge base, Siri is considerably less reliable than MOREPhilip Elmer-DeWitt - Dec 20, 2011 7:21 AM ET
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