About
About That Apple Guide
That Apple Guide is an independent publication covering Apple news, reviews, and how-tos — the iPhone, Mac, iPad, Apple Watch, AirPods, Vision Pro, and everything in between. We exist because we wanted a place to follow Apple that takes the company seriously without treating every rumor like the second coming and without burying useful information under twelve paragraphs of throat-clearing.
We are not affiliated with Apple Inc. We don't get review embargoes, we don't get insider previews, and we don't pretend otherwise. What we do have is a small team that actually uses these products every day, reads the patents and the earnings calls, watches the keynotes live, and writes from there.
What we cover
Our reporting falls into a few buckets:
- News — daily coverage of announcements, leaks, regulatory moves, and the rumors worth your attention.
- Reviews & first impressions — honest takes on hardware and software, with the trade-offs spelled out.
- Guides & how-tos — clear, tested instructions for getting more out of the Apple devices you already own.
- Deals — the discounts and bundles that are actually worth a click, not every "deal" the affiliate networks push.
- Analysis — longer pieces that connect today's product moves to Apple's broader strategy and history.
What we stand for
- Independence. Affiliate links help fund the site, but they never decide what we cover or how we cover it. See our Affiliate Policy for the details.
- Accuracy over speed. We'd rather post the right thing an hour later than the wrong thing first.
- Plain language. No artificial drama, no jargon-stuffing for SEO, no headlines that don't deliver.
- Respect for the reader. Your time is worth more than ours. If a story can be three paragraphs, it's three paragraphs.
The team
That Apple Guide is run by a small group of writers who each cover a different corner of the Apple world.
- Zach OlsenFounder & Editor-in-Chief
Zach started That Apple Guide because he wanted a calm, accurate place to follow Apple — no clickbait, no SEO-stuffed listicles, no breathless reactions. He sets the editorial direction and reads every byline before it ships.
- Marcus ReedNews Reporter
Marcus covers the daily beat: keynote recaps, supply-chain leaks, regulatory news, and the rumors worth taking seriously. If it's breaking in the Apple world, he's on it.
- Hayden ColeFeatures & Reader Guide
Hayden writes the friendly explainers — what a new feature actually does, who it's for, and whether it's worth caring about. The first stop for readers who just want a clear answer.
- Eleanor PaceAnalyst & Apple Historian
Eleanor connects today's product moves to Apple's longer arc. Expect deep dives on strategy, market shifts, and the recurring patterns in how Cupertino operates.
- Wes BrennanHow-To & Power User
Wes lives in his Mac, iPhone, and Vision Pro. He builds the hands-on tutorials, workflow guides, and tips that turn a default setup into a genuinely better one.
Get in touch
Have a tip, a correction, or a story you think we should cover? Email us at hello@thatappleguide.com or, for tips specifically, at Tips@thatappleguide.com. We read everything.