During quarterly earnings calls, many executives deploy language designed to puff up, excuse or obfuscate their companies’ recent performance. The goal is to make investors pant with delight over implied future success. And ultimately to give the company more money. Always. More. Money.

But when you’re Apple — with a mind-blowing market cap and a seemingly never-ending supply of hit products — you typically don’t need to craft hopeful-yet-non-material statements or deflect questions designed to get at the bottom line.

Apple’s next earnings call takes place this afternoon. If it’s anything like the last one, CEO Tim Cook and CFO Luca Maestri will simply lay out the good news. After all, analysts expect 29% growth for the quarter.

Tim Cook reportedly shocked Facebook CEO Mark Zuckerberg when, during a July 2019 meeting, he told the social media magnate that he should delete all user data Facebook had gathered outside of its core apps.

According to The New York Times, the meeting between the two had been called to try and restore peace between the Silicon Valley tech giants. Zuck had asked cook how he should respond to the then-current Cambridge Analytica scandal, during which many users had had data gathered about them without express permission.

It’s never easy to get Apple’s CEO to talk about the future. But Kara Swisher from The New York Times managed to get Tim Cook to drop a few hints about some of the company’s future plans.

Cook says Apple is committed to Apple TV+. And to user privacy. But he’s not promising that the Apple Car will ever be real.

Today marks 45 years since a little outfit called the Apple Computer Company was founded by Steve Jobs, Steve Wozniak and Ronald Wayne. Apple set out to build and sell personal computers. Since then, it’s risen from a hobbyist startup to a tech giant valued at more than $2 trillion.

In the last four and a half decades, Apple changed the tech world in all kinds of ways — some big, some small. Here, in no particular order, are 45 of the most notable ways Apple put a ding in the universe.

Apple CEO Tim Cook reflects on COVID-19 and how it heightened racial injustice in the United States in an op-ed he wrote for The Wall Street Journal.

Cook’s opinion piece, published Thursday, is titled “The Urgency of Racial Justice.” It’s just one of several — written by big names like actor Tom Hanks and astrophysicist Neil deGrasse Tyson — published in the Journal’s “What I’ve Learned From the Pandemic Year” package.

Apple is donating $1 million, along with iPads and other products, to Encircle, a Utah-based nonprofit dedicated to building safe spaces for LGBTQ+ youth and their families.

Apple CEO Tim Cook is serving as honorary co-chair.

Tim Cook has tweeted about Steve Jobs on what would have been his former boss’s 66th birthday. Jobs passed away 10 years ago this year, the same period of time that Cook has now been running Apple.

“Celebrating Steve on what would have been his 66th birthday,” Cook wrote. “Especially in a year where so much kept us apart, technology brought us together in limitless ways. That’s a testament to Steve’s life and the legacy he left, which continue to inspire me every day.”

Apple CEO Tim Cook said Tuesday that his company is “made up of people who want to spend their lives making things that enrich the lives of others.” He described Apple’s identity at length in response to a question during the company’s annual shareholders meeting. Cook also answered questions about privacy and other topics during the virtual meeting.

If you’ve ever wondered why Apple doesn’t do more manufacturing in the United States, a new report by Bloomberg offers a few answers. Covering the career of CEO Tim Cook, the article details the challenges of U.S. manufacturing, as epitomized by Apple’s Mac Pro factory in Austin, Texas.

“It was an experiment to prove that the U.S. supply chain could work as good as China’s, and it failed miserably,” a former senior manager is quoted as saying.