How Apple Lost Its Cool (And How It Can Get It Back)

Look Up Trending Now Good Connection: Uplifting stories for a digital age Creator Playbook Say More Mashable's Best: E-readers, robovacs, laptops, earbuds, smart home and more Switch Off Mashable Voices Mashable Selects Safety Net Versus Gift Ideas For Everyone On Your List All Series You can chart 40 years of Apple history through just seven commercials. Timothy Beck Werth is the Tech Editor at Mashable, where he leads coverage and assignments for the Tech and Shopping verticals. Tim has over 15 years of experience as a journalist and editor, and he has particular experience covering and testing consumer technology, smart home gadgets, and men's grooming and style products. Previously, he was the Managing Editor and then Site Director of SPY.com, a men's product review and lifestyle website. As a writer for GQ, he covered everything from bull-riding competitions to the best Legos for adults, and he's also contributed to publications such as The Daily Beast, Gear Patrol, and The Awl. Callum turner takes on the'Hot Ones' spicy wings, keeps his cool Apple's WWDC 2026 recap: What did Apple announce?