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The last several days have been a whirlwind for Apple, making headlines on multiple fronts. All eyes are on the company’s September 9 event, with Tim Cook himself taking to X to ramp up anticipation, promising an “awe dropping” show. Tech press from CNET to 9to5Mac are predicting the big reveal of the iPhone 17 family, with particular buzz about a super-thin “iPhone Air” that could usher in a new era of iPhone design. Bloomberg claims this is the start of a three-year plan to reinvent the iconic device, pointing to Apple’s intention to launch more radical hardware advances down the line, though analysts like William Kerwin of Morningstar are tempering expectations, suggesting incremental change will likely win out over a full-blown design revolution for now.

On the business front, Apple just posted impressive iPhone sales for Q3, up 13 percent year-over-year to $45 billion, a sign the iPhone remains resilient as the world’s must-have gadget. Meanwhile, speculation continues over Apple’s pricing strategy: some Wall Street voices, echoed by CNET, are betting that Apple will phase out lower-storage models—think goodbye 128GB—making 256GB the new “base,” and quietly hiking the Pro’s entry price to $1,099.

Expanding its global footprint has also been in focus. The opening of Apple’s first stores in Pune and Bengaluru, celebrated by Tim Cook and retail chief Deirdre O’Brien, was splashed across Apple’s official newsroom and Indian tech circles, as social posts marked Apple’s deepening roots in this fast-growing market. Apple’s investment in the U.S. is equally headline-worthy, as Tim Cook confirmed a jaw-dropping $600 billion commitment to domestic manufacturing during a White House dinner with Donald Trump—the event went viral on social media thanks to Cook’s cascade of “thank you” remarks, and his diplomatic praise of the administration’s focus on innovation and education.

Those keen on Apple’s political relevance would have clocked Cook’s high-profile White House appearances, where he mingled with Bill Gates, Sundar Pichai, and other tech titans at the freshly revamped Rose Garden. Business Insider, Fortune, and The Hill all highlight Apple’s seat at the AI policy table, with Cook’s monthly Washington visits now shaping both AI policy and Apple’s perception with policymakers. Internationally, another nugget is that Cook’s been invited to a state banquet in the UK, per Sky News, further cementing his stature as Apple’s ever-diplomatic public face.

As for Apple’s AI efforts, last year’s “Apple Intelligence” launch remains hotly debated—delays and ambiguity are fueling new questions even as Wall Street looks for signs of an AI breakthrough. The chatter is only set to intensify, with the September event promising plenty of surprises. For now, all eyes are on Cupertino, and in Apple’s universe, that’s exactly how they like it.

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