Hey, it’s Sami! If you subscribed to my previous newsletter on Substack from years back, your email was brought over to my new home at Cupertino Lens. Cupertino Lens is the new home for my writing, and this keeps your subscription active for the work you originally signed up for. You can always unsubscribe if you’re no longer interested.

This newsletter and its companion site exist for a simple purpose: to offer a clearer, more thoughtful view of Apple. The newsletter delivers that in two forms. Each week you’ll receive a brief that distills what mattered in Apple’s world, and when a story deserves more attention, you’ll get a feature that examines the ideas and signals shaping the company’s direction.

To make it simple, here’s what you can expect:

• A weekly briefing that highlights the essential Apple news with my own take.
• Occasional longform features that look deeper at Apple’s decisions and direction.
• Access to the full archive of essays and analysis on the site.

The site is where the full breadth of the project lives. It’s the archive of longform essays, deeper analysis, and everything that doesn’t always fit into a weekly email. If you're new to Cupertino Lens, exploring the site is the best way to see what this publication is built to do.

If you want to follow the conversation, you can find Cupertino Lens on X at @CupertinoLens, and my own account at @SamiFathi_. I encourage you to explore the site and connect with me directly on X to get a sense of the project’s range.

I’m glad to have you here.
Sami