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SpaceX gears up for busy year of Falcon Heavy launches
SpaceX is targeting no earlier than January 12th for the fifth launch of Falcon Heavy, the largest and most powerful commercial rocket in the world.
As was the case for the rocket’s third and fourth launches, the main customer behind its fifth launch is the US military. Deemed USSF-67, the mission is also expected to be very similar to Falcon Heavy’s most recent launch, USSF-44. That mission saw the massive SpaceX rocket complete its first direct launch to a geosynchronous orbit ~36,000 kilometers (~22,250 mi) above Earth’s surface, where it deployed a pair of spacecraft carrying several rideshare payloads and satellites. Save for the possibility that the US Space Force included secret payloads on USSF-44, the mission appeared to be more of a rocket test and loose collection of experiments than a major military launch.
USSF-67 will likely be similar. According to the US Space Systems Command (SSC), USSF-67 – like USSF-44 – will carry an Aerojet Rocketdyne Long Duration Propulsive EELV (LPDE) spacecraft as a main payload. Aboard LPDE-3A, which is essentially a satellite without a payload, various stakeholders will install an unknown number of experiments, instruments, and smaller satellites that can be activated or deployed once in orbit. The SSC says [PDF] that “LDPE provides critical data to inform future Space Force programs” and that “the unique experiments and prototype payloads hosted on LDPE-3A [will] advance warfighting capabilities in the areas of on-orbit threat assessment, space hazard detection, and space domain awareness.”
The update that's rolling out to the fleet makes full use of the front and rear steering travel to minimize turning circle. In this case a reduction of 1.6 feet just over the air— Wes (@wmorrill3) April 16, 2024
The mission will be Falcon Heavy’s second launch since June 2019 and is scheduled to lift off 72 days after the rocket’s USSF-44 launch, which finally ended its unplanned 1225-day hiatus. The schedule is reminiscent of 2019, when SpaceX launched its second and third Falcon Heavy rockets 75 days apart. The second of those two missions (STP-2) was primarily a test flight for the US Air Force (now the Space Force) meant to both push Falcon Heavy to its limits with a complex trajectory and demonstrate Falcon booster reusability. To accomplish the latter goal, STP-2 reused two of the three Falcon Heavy boosters that supported the rocket’s Arabsat 6A communications satellite launch two months prior. USSF-67 will also reuse both of USSF-44’s Falcon Heavy side boosters.
STP-2 was ultimately a near-flawless success, but endless payload delays left Falcon Heavy with nothing to launch for more than three years. Following its return to flight in late 2022, Falcon Heavy may finally be able to properly stretch its wings in 2023. Of course, this isn’t the first time that’s appeared to be the case. In February 2021, there were many signs that SpaceX was preparing to launch Falcon Heavy in mid-2021. And in late 2021, there were strong signs that SpaceX customers were on track for up to five Falcon Heavy launches in 2022.
Now, for the second time, there are five Falcon Heavy rockets tentatively scheduled to launch this year (2023). But the situation is not identical. Numerous long-delayed payloads like the first ViaSat-3 and Jupiter-3 satellites and the US military’s mysterious USSF-67 and USSF-52 spacecraft are finally on the cusp of crossing their respective finish lines. NASA’s Psyche asteroid explorer spacecraft has also survived a continuation review after running into major software issues that precluded a 2022 launch attempt. And Falcon Heavy finally launched USSF-44 – a chronically delayed mission – in November 2022.
Additionally, four of those five Falcon Heavy launches are tentatively scheduled in the first half of 2023, leaving plenty of margin for major delays in the second half of the year. But until ViaSat-3, Jupiter-3, and USSF-52 actually arrive in Florida and until NASA explicitly confirms that Psyche’s technical issues are resolved, any launch targets should be treated with extreme skepticism.
USSF-67 is thankfully much less uncertain. Like Arabsat 6A and STP-2, USSF-67 will reuse both of the Falcon Heavy side boosters recovered after USSF-44. Mirroring USSF-44, SpaceX will also intentionally expend Falcon Heavy’s new center booster to launch USSF-67 directly to geosynchronous orbit. Most importantly, LPDE-3A – the only confirmed USSF-67 payload – arrived in Florida in November 2022. USSF-67 prelaunch operations are currently running a day or two behind schedule relative to USSF-44, but all evidence indicates that the mission is on track to launch sometime in January 2023.
SpaceX executed its first Falcon 9 launch since going public on June 15, a routine yet symbolically powerful Starlink mission from Vandenberg Space Force Base in California.
Liftoff of the Falcon 9 booster B1093, on its 14th flight, occurred at approximately 8:34 a.m. PDT from Space Launch Complex 4E (SLC-4E), deploying 24 Starlink V2 Mini Optimized satellites into low-Earth orbit.
The first stage successfully landed on the droneship “Of Course I Still Love You” in the Pacific Ocean, underscoring the company’s unmatched reusability track record.
Watch Falcon 9 launch 24 @Starlink satellites to orbit from California https://t.co/meDwb05qOE
— SpaceX (@SpaceX) June 15, 2026
This mission comes just three days after SpaceX’s historic IPO on June 12, which shattered records as the largest ever. The company raised $75 billion by pricing shares at $135, with trading under ticker SPCX on Nasdaq opening at $150 and closing at $160.95—a 19 percent gain—valuing SpaceX at over $2.1 trillion.
The launch highlights the seamless transition from private innovator to public powerhouse. SpaceX, founded in 2002, has revolutionized access to space with over 650 Falcon 9 flights and a massive Starlink constellation now serving millions globally.
As a public company, it faces new pressures: quarterly earnings, shareholder scrutiny, and expectations to accelerate Starship development for Mars ambitions and deeper NASA partnerships. Yet the market response signals strong confidence in its dominance, as launch costs are slashed by 95 percent, rapid satellite deployment, and a backlog of government and commercial contracts.
SpaceX maintains bold advertising push for Starlink, contrasting Tesla’s minimalistic approach
Analysts view today’s flight as business as usual, but it carries extra weight. With shares volatile in early trading days, successful operations reassure investors that core capabilities remain unaffected by public status.
SpaceX now operates under heightened transparency, potentially unlocking capital for ambitious goals like Starship orbital tests and global broadband expansion.
Challenges loom, including regulatory hurdles for megaconstellations, competition in reusable rockets, and orbital debris concerns. Nevertheless, this morning’s flawless execution reinforces SpaceX’s trajectory.
As Musk often notes, the company’s mission—to make humanity multiplanetary—now aligns with Wall Street’s growth demands. The stars, it seems, are aligning for both.
Renowned investor Ron Baron, founder and CEO of Baron Capital, has once again demonstrated his unwavering faith in Elon Musk’s ventures.
Just after SpaceX’s record-breaking IPO, Baron announced he purchased an additional $1 billion in SpaceX (NASDAQ: SPCX) shares. This move pushes Baron Capital’s total holdings in the company to a staggering $25 billion in market value, underscoring one of the most successful private-to-public investment stories in recent history.
Baron’s relationship with SpaceX dates back to 2017, when his firm began investing approximately $1.75–2 billion through secondary markets and employee tender offers at valuations around $20–22 billion.
By the time of the IPO, which valued SpaceX at over $2 trillion with shares closing near $161, those early stakes had generated more than $13 billion in unrealized gains. Post-IPO, Baron’s position ballooned further, reflecting the company’s meteoric rise driven by reusable rocketry, Starlink’s global satellite internet constellation, Starshield defense applications, and ambitious plans for orbital infrastructure.
In a recent interview, Baron articulated his bullish outlook with characteristic enthusiasm.
Ron Baron said today that he bought $1 billion of @SpaceX IPO shares last Friday, and said that all of Baron Capital’s $SPCX holdings are now worth $25 billion.
“I think we’re going to make hundreds of billions of dollars; If you read the prospectus, you realize what they… pic.twitter.com/U8F471KtJS
— Sawyer Merritt (@SawyerMerritt) June 15, 2026
“I think we’re going to make hundreds of billions of dollars,” he stated, emphasizing that SpaceX’s achievements in rocketry and satellite technology are “not possible for anyone else to accomplish.” He envisions the company as a cornerstone of humanity’s multi-planetary future, potentially reaching valuations of $10–30 trillion within 10–15 years.
Baron has repeatedly affirmed he has no plans to sell, viewing SpaceX as a “lifetime investment” alongside Tesla.
Tesla bull Ron Baron reveals $100M SpaceX investment, sees 3-5x return on TSLA
This conviction stems from SpaceX’s unparalleled execution. The company has revolutionized access to space with Falcon 9 reusability, deployed thousands of Starlink satellites, and is advancing Starship for Mars missions and point-to-point Earth transport.
Baron highlights emerging opportunities like space-based AI data centers and direct-to-cell satellite connectivity, positioning SpaceX at the forefront of a new space economy projected to generate trillions in value.
Critics may question the lofty projections amid high valuations and execution risks, but Baron’s track record speaks volumes. His Tesla holdings, initiated in the mid-2010s, have also delivered outsized returns. As one of the largest institutional holders of SpaceX pre-IPO, Baron Capital’s funds, such as Baron Partners, benefited immensely from valuation markups.
Baron’s $1 billion IPO purchase signals deep confidence in SpaceX’s post-IPO trajectory. In an era of short-term market noise, his strategy exemplifies patient capital: backing visionary leadership and transformative technology.
For investors watching the space sector, it serves as a powerful endorsement that the final frontier may indeed yield the next great wealth-creation engine. As Baron puts it, SpaceX isn’t just building rockets—it’s trying to “save humanity” by expanding our horizons beyond Earth.
SpaceX and Tesla, the two flagship companies under Elon Musk’s leadership, share a commitment to groundbreaking technology yet pursue dramatically different paths in how they connect with customers.
Tesla has built its brand through a philosophy of minimal traditional advertising, trusting that exceptional products will generate their own momentum.
SpaceX, by contrast, has embraced high-visibility paid advertising for its Starlink satellite internet service, placing prominent spots during major live sporting events such as the Super Bowl and the recent UFC Freedom 250. This divergence highlights how each company tailors its marketing to the unique demands of its products and target markets.
Tesla’s approach stems directly from Musk’s long-held conviction that superior engineering sells itself. Musk has repeatedly explained that the company redirects resources into research and development rather than endorsements or television commercials.
Tesla’s growth has relied instead on organic channels: enthusiastic owner referrals, viral product reveals like the Cybertruck, extensive media coverage of launches and achievements, and the sheer visibility of its vehicles on roads everywhere.
Even as the company has tested more social media promotions in response to fluctuating demand, its overall strategy remains restrained and digital-focused compared to legacy automakers that pour hundreds of millions into marketing annually.
SpaceX has taken a more assertive route with Starlink to drive widespread consumer awareness. In February of this year, SpaceX aired its first-ever Super Bowl advertisement, marking the initial time any Musk-led enterprise invested in the massive event.
The thirty-second spot emphasized fast and affordable internet available nearly anywhere on the planet, blending inspiring footage of Falcon 9 and Starship landings with narration drawn from science fiction visionary Arthur C. Clarke. United Airlines complemented this with its own Super Bowl commercial showcasing Starlink-enabled high-speed Wi-Fi on flights.
🚨 Starlink Super Bowl ad! https://t.co/pEdH1KevBj pic.twitter.com/01onakkoqX
— TESLARATI (@Teslarati) February 9, 2026
But that is not all SpaceX has done to get word out about its internet service.
Just last night, Starlink branding appeared prominently on the octagon and during the broadcast of UFC Freedom 250, the high-profile event staged on the White House South Lawn. These placements represent a strategic investment in reaching massive, engaged audiences.
🚨 Starlink ads have appeared on the UFC Freedom 250 broadcast on Paramount+ pic.twitter.com/VPAAhDR6LI
— TESLARATI (@Teslarati) June 15, 2026
The rationale behind SpaceX’s advertising push lies in Starlink’s distinct position as a consumer broadband service. Unlike Tesla’s visually striking cars that act as mobile billboards for early-adopter enthusiasts, Starlink must overcome awareness gaps in rural, remote, and mobile markets where traditional internet infrastructure falls short.
Starlink now serves as SpaceX’s leading revenue generator, with ambitions tied to future growth and potential public offerings. Targeted advertising during sports broadcasts efficiently demonstrates real-world reliability for applications ranging from home connectivity to aviation and live event broadcasting.
Partnerships with airlines and mobile providers further extend its reach, while high-profile placements help convert curiosity into subscriptions amid competition and regulatory considerations.
Ultimately, these contrasting strategies reflect the different maturity levels and competitive landscapes each business navigates. Tesla benefits from built-in visibility and a passionate community that amplifies its message at little cost.
Starlink, operating in the more fragmented broadband sector, requires deliberate efforts to educate and attract mainstream users. By leveraging the spectacle of major sporting events where Tesla once declined to participate, SpaceX is accelerating Starlink toward global ubiquity.
This flexibility underscores a key lesson: even the most innovative companies must adapt their tactics to the practical realities of their markets and customer acquisition challenges.
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