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Welcome back to This Week in Stratechery!

As a reminder, each week, every Friday, we’re sending out this overview of content in the Stratechery bundle; highlighted links are free for everyone . Additionally, you have complete control over what we send to you. If you don’t want to receive This Week in Stratechery emails (there is no podcast), please uncheck the box in your delivery settings .

On that note, here were a few of our favorites this week.

What is Apple Doing? On last week’s Dithering, John and I bemoaned Apple’s exit from home appliances in the 2010s; now the company is back and John doesn’t see the point . I think a big problem was Apple’s marketing video; after I explained what Apple was trying to accomplish on Sharp Tech Andrew was almost persuaded to go all in on HomeView. — Ben Thompson

SpaceX Continues Eating and Expands Its Appetite.…