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Apple has been unusually busy and visible over the past several days. Tim Cook stole the spotlight this morning when he posted a Diwali photo on X, snapped by photographer Apeksha Maker using the iPhone 17 Pro Max. The message was classic Cook, blending cultural warmth and subtle product placement, as he wished "a joyful and healthy Diwali to all celebrating around the world." The post is already circulating widely among fans and tech bloggers, building buzz for the new phone and marking another moment in his tradition of community images during major festivals, continuing what he did last year with the iPhone 16 during Diwali, and stoking anticipation for Apple’s latest camera prowess according to Times of India and The Indian Eye.
Behind those greetings, there's plenty of drama in Cupertino. The big Q4 earnings call is looming on October 30, when CEO Tim Cook and new CFO Kevan Parekh will take analyst questions and reset expectations. Morgan Stanley kept Apple’s price target at 298 dollars and Loop Capital raved that the iPhone 17 lineup is ‘blowing past all expectations’, especially with robust demand in China. USA sales appear mixed, but Evercore highlighted Apple on its tactical outperform list, fueled by strong Services segment growth and expectations that Apple Intelligence improvements will be front and center, reports AppleInsider and ABC News. Visible Alpha and S&P Global estimate Q4 revenues slightly down from last quarter, around 101.5 billion, but full year iPhone revenues are ticking upward as the upgrade cycle gathers momentum.
The iPhone 17 launch last month brought head-turning models, and while the base model grabbed some high-end features, insiders say customers are leaning heavily towards Pro and Pro Max for that coveted camera plateau and sheer battery life. There’s more intrigue around the launch of the ultra-light iPhone Air, which Nikkei Asia describes as an “audacious design” but a commercial disappointment. Apple will nearly end production orders for the Air, with demands outside China especially weak. Most US customers are sticking to classic designs, while Chinese buyers remain enthusiastic. KeyBanc’s investor survey signals limited foldable phone appeal and little influence so far from AI features.
On the business front, Apple narrowly dodged a 100 percent import tax on chips, thanks to fresh US manufacturing pledges and a commemorative gold and glass plaque. The Apple Manufacturing Academy debuted, activism around tariffs and regulatory obstacles intensifies, and a third Shenzhen flagship opened. Apple TV Plus saw a price bump, and Apple revealed that its US-made servers, critical for Private Cloud Compute and Apple Intelligence, are now shipping from Houston.
As for public appearances, Tim Cook appeared at the Suhewan Conference in Shanghai, personally touting Apple Intelligence’s upcoming debut in the Chinese market, praising local app innovation and confirming the rollout by year’s end according to Technode. Formula 1 broadcast rights switched exclusively to Apple in the US, capping the week with a headline that blends technology, entertainment, and global sports. All eyes are now on October 30, when Apple faces Wall Street—and its fanbase—with numbers and narrative that will define its next chapter.
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