David Pogue is hosting a session at SXSW in support of his just-released book, Apple: The First 50 Years, where he’ll be joined on stage by Phil Schiller. From Pogue’s announcement:

Happy to announce my SXSW (South by Southwest conference in Austin) featured session on March 18… with my special guest, PHIL SCHILLER! Apple Fellow, former global marketing head, 35 years with the company, and a great storyteller! This will be AMAZING.

And from the SXSW event description:

As Apple enters its second half-century, author David Pogue (“Apple: The First 50 Years”) explores the throughlines of Apple’s astonishing success: simplicity, beauty, elegant design, making the whole widget, focus on very few products, and a deep commitment to the customer experience. He’ll be joined by Phil Schiller to share stories and insights from their decades of launching iconic products.

Schiller is the perfect person to reminisce with Pogue about Apple. It’ll no doubt be an entertaining conversation. I hope SXSW releases a video of the session.

(A sidenote: My copy of Pogue’s book arrived today and I’m excited to dive in, but that excitement is tempered by extreme disappointment in Pogue, who (in 2026) writes on Substack, praises Tesla, and remains active on X/Twitter. I don’t know Pogue’s actual politics, but it’s hard not to draw conclusions. I’ve read Pogue’s work for years and I’ve had the pleasure of meeting him a couple of times at Macworld. I’ve always respected him, but a sliver of that respect has been lost. This will undoubtedly affect my enjoyment of what should otherwise be a fun read.)