What's the best way to describe what Emily Sundberg does?

Substacker? Influencer? Journalist? Brand-builder?

Let's go with "yes". And she does a much better job of describing herself in our conversation, where we talk about how she went from being a laid-off marketer at Meta to a one-woman business with a devoted following and a revenue line that’s up and to the right.

A very quick primer for those of you haven't heard of Sundberg and her Feed Me newsletter  - she’s building a very interesting publishing company that revolves around her reporting, insights and taste, aimed at people who make good money and spend some of it on very nice restaurants, shops and hotels in places like London, LA and New York. My assumption is that a slice of her audience doesn’t do any of that at all — but wants to read about people who do.

In olden times, Sundberg might have a column in a glossy magazine - and in fact she spent some time working at places like New York magazine on her way up. Today what's left of the glossy magazine world would love to attach itself to her. It’s a very 2025 proposition.

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If you want smart, nuanced insight into Apple’s products and would-be products, you turn to John Gruber, who’s been blogging about this stuff for more than two decades at his Daring Fireball site.

So in March, when Gruber announced that Something is Rotten in the State of Cupertino — focusing on Apple’s botched plans to imbue its ailing Siri service with state-of-the-art AI — lots of people paid attention. Including, apparently, folks at the very top of the Apple org chart.

I talked to Gruber about the fallout from that post. Which is pretty interesting! But there’s a lot more going on in this conversation. It’s partly about the friction Apple has been generating lately — not just about its AI efforts, but the way it runs its App Store, and the way it interacts with developers — and why all of that does and doesn’t matter.

And it’s also about the delightfully retro practice of running an ad-supported blog in 2025. That works very well for Gruber, but it seems like the new Grubers of the world are doing their work on YouTube or Substack. He’s got some thoughts about that, too.

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Here’s one where we try to do two things at once:

Which is to say: You can hear more of the this conversation by heading to Semafor’s Mixed Signals pod, and you can hear a different slice of the chat by heading to Brian’s Rebooting pod. It’s an experiment, based on the thesis that the people who listen to one of our shows would be very interested in listening to the other shows. Did we get it right? What can we do to make it better? Please let us know.

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Scott Frank used to write great movies, like “Out of Sight.” Now he’s a Netflix guy, and a super successful one: he made “Godless,” a horses-and-everything Western for the streamer, then had a pandemic-era phenomenon with “The Queen’s Gambit.” Now he’s back with “Dept. Q”, his take on the British mystery genre. You can find that one on Netflix’s top 10 lists in the U.S. and around the world.

I like talking to Scott on this show — something we started doing way back in 2017 — because he’s happy to talk about the mechanics of his work, and the economics of Hollywood, and how they intersect. And that’s what we’re doing during this chat too. We discuss the backstory behind his newest show, his take on the history of the streaming bubble, why he’s pretty sanguine about AI in Hollywood but very nervous about its new tech overlords — and the industry he’d get into if he was starting his career in 2025. (Hint: it’s also something that gets consumed on screens.)

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I admit it: I most definitely rolled my eyes in 2019, when Twitter announced vague plans to build an "open and decentralized standard for social media".

At the time I didn't really understand what then-Twitter CEO Jack Dorsey was trying to do — or why the head of a social media company with plenty of problems was messing around with plans to create more social media companies.

I get it now: Bluesky was a science project that aimed to let people build their own social networks. And that's still what it is at its core, says Bluesky CEO Jay Graber.

But in the meantime, Bluesky has also become an accidental Twitter rival, with some 36 million users. And most of them likely don't care about Bluesky's origins, or the fact that it's really supposed to be a technical framework for decentralized social media. Or what decentralized social media means, for that matter.

All of which means that talking to Graber about Bluesky means you're doing two things at once: Asking about how Bluesky, the app, works — and what Bluesky, the idea is. Which is what we did when we talked at Web Summit Vancouver in May.

Also discussed here: Why is Jack Dorsey mad about Bluesky? What’s up with ads and Bluesky? And who designs Jay Graber’s T-shirts?

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Today we’re talking about how you take a media property that’s been around for a long time, and find a way to bring in new eyeballs — and new revenue.

That property is Wired — the place that told you about the internet before the internet even existed — and the person who’s reviving it is Katie Drummond, who has been running the property for a couple of years.

As we discuss, Wired has always done interesting and important work — but when Katie got to it, she had a plan to inject it with new life. And it turns out that this plan had Wired perfectly situated to thrive during the Trump 2.0/Elon/Doge era.

Also discussed here: Tech’s actual view of Trump; how Canadians actually view America; and how to give yourself a Condé Nast glow-up.

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Adam Mosseri's official title is head of Instagram, Meta's massive photo and video app. He also runs Threads, the Twitter clone the company launched two years ago.

Unofficially, he's become one of Meta's chief explainers, frequently jumping on social media to defend and proselytize on behalf of his employer.

So when I got a chance to interview Mosseri, I had a long list of questions about… lots of things: I wanted to know how Mosseri felt about the company's recent pivot to Trump-friendly policies, and how he looked at TikTok, for instance.

And while it may not be the most important thing on Meta's roadmap, I was also really curious about a unique opportunity Mosseri created for himself: the chance to build a brand-new social network from the ground up. What did he want to accomplish with Threads, and what mistakes that earlier social networks made was he hoping to avoid?

There's a bunch in here. Take a listen and let me know what you think.

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The iPhone you’re reading this on was made in China.

For a long time, that fact was a huge part of Apple’s success story: Working hand-in-hand, Apple and China built a sophisticated supply chain that let Apple manufacture very complicated technology at an enormous scale.

Now that relationship seems like Apple’s achilles heel, says Patrick McGee.

McGee covered Apple for the Financial Times for years. Now his new book “Apple in China” explains how Apple ventured into China, spent years and tens of billions of dollars investing in the country’s production infrastructure, and now seems trapped there — and in the middle of the U.S./China trade war.

McGee’s book is in large part a history book, and one that I’d recommend to anyone who wants to understand Apple, and China. It’s also, obviously, a very timely one. So this interview is part “how did we get here” and also “what happens next”. (Spoiler: Moving Apple’s production to India and Vietnam — something you read about periodically — isn’t going to happen, if ever, for years.)

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I wanted to talk to Ian Rogers about his fascinating career. He wanted to talk to me about Ledger, the crypto wallet company he’s working at now.

So we did both things.

Background: Rogers was an important figure in the digital music business, back when the music business was being fundamentally reshaped by digital. He helped the Beastie Boys get on the internet, long before every band did that. Then he helped bring digital music to millions of people in the MP3 era - first at AOL, then Yahoo — and then in the streaming era — first at Beats, and then Apple Music. Then he did digital stuff at LVMH, the luxury goods conglomerate. Now he’s chief experience officer at Ledger, a French company that has sold 7 million physical storage devices for crypto.

I remain confused and skeptical about crypto, but I’m always open to hearing from folks who are passionate about it — to see if they can convince me that I’m missing something. And the most persuasive argument I hear is usually from folks like Rogers — people who were around when the internet was novel and exciting in the 90s, and think they’re seeing the same kind of tectonic shift this time around. It’s a pitch that’s part FOMO — you wouldn’t want to be one of the people who thought the internet was a fad in 1995, right? — and part blue-sky optimism: What if it was 1995 and you could get in on the ground floor of the internet? Take a listen and let me know what you think.

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Today's podcast is an in-depth discussion of Apple's App Store rules and how they... wait! Don't leave!

I could try to tell you why Apple's App Store rules are important to both Apple and the digital economy (sadly, I just realized I've been covering them for nearly 15 years, so they better be important). But a better messenger for that task is Tim Sweeney, the CEO of Epic Games - the company behind Fortnite.

Sweeney has spent 5 years fighting Apple in court - and by his estimation has sacrificed $1 billion in revenue - over the way Apple runs its App Store. For most of that time it seemed like a futile effort.

But last week a federal judge handed Epic what could be a huge victory, and could potentially cost Apple a meaningful amount of revenue. Apple is going to appeal that ruling, but for now, Sweeney sees this a win for his own company, and many other developers who've chafed at the fees they have to pay Apple every time a consumer wants to give them money.

And if you think none of that matters to you, a normal person, Sweeney is happy to explain why (he thinks) you're wrong.

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