In a brief but telling exchange during the company’s earnings call, Cook revealed, "The advertising category, which is a combination of third party and first party, did set a record during the quarter ...

An Apple marketing exec said its ad showing a hydraulic press crushing musical instruments and art supplies "missed the mark." ...

Apple today shared a new "Great ideas start on Mac" ad, voiced by the late Dr. Jane Goodall, the well-known British ethologist and conservationist. Here is what Goodall says in the ad: Every story you ...

Forbes contributors publish independent expert analyses and insights. Tim Bajarin covers the tech industry’s impact on PC and CE markets. Tim Cook's leadership at Apple remains steady as he continues ...

Apple CEO Tim Cook walks the tightrope between Apple’s strategy and Trump’s tariffs. Photo by Punit Paranjpe/AFP via Getty Images As Apple prepares to unveil its iPhone 17 line today (Sept. 9), the ...