This Week in Apple: Time is the FireWire in which we all burn

Apple wants you to know about its latest pet project, WWDC is over but for all the shouting, and we bid FW (farewell) to FW (FireWire).

Oh, you have a movie coming out?

There is just kind of a lot right now all the time so you may be excused for missing the 10,000 times Apple tried to tell you about it but were you aware that Apple has a movie coming up? Can anyone guess the name? It’s two characters and rhymes with “fu-un”.

Apple, of course, did a humorous video tie-in to the film to kick off the WWDC 2025 keynote, starring Craig Federighi’s hair, but this week it turned the promotion up to F11.

If you went to Apple’s 5th Avenue store this week you might have run into one Tim Cook and actor Brad Pitt who were there to promote said flick. The movie is not called “Pitt Stop”, despite it being about cars and starring Pitt.…