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Watch SpaceX’s Inspiration4 mission launch four private astronauts live [webcast]
Update: SpaceX, Falcon 9, Crew Dragon, the crew, and the weather remain on track for the company’s historic Inspiration4 mission, which is set to become the first dedicated orbital space tourism launch in history.
SpaceX has begun more than four hours of live coverage for the mission, which remains on track to launch no earlier than just before 8:03 pm EDT (00:03 UTC). Tune in below to watch the launch live!
In less than 12 hours, SpaceX will kick off a more than four-hour webcast covering Crew Dragon’s historic Inspiration4 mission – set to be the world’s first all-private orbital astronaut launch and the highest private citizens have ever flown.
Safely tucked inside a once-flown orbital Dragon capsule and riding on a twice-flown Falcon 9 booster, the latter a first for SpaceX, Inspiration4’s approximately five-hour launch window is scheduled to open just before 8:03 pm EDT on Wednesday, September 15th (00:03 UTC 16 Sept). Barring weather or technical delays (or clouds in general), a liftoff ~35 minutes after sunset could produce spectacular views for anyone watching from the ground as Falcon 9 and its immense exhaust plume ascend back into sunlight.
No matter the view, though, Inspiration4 will be a milestone both for SpaceX, spaceflight, and orbital tourism as a whole.
The mission will both be SpaceX’s first private astronaut launch of any kind and the first all-private orbital astronaut launch in history. In a single mission, SpaceX will singlehandedly boost the number of private astronauts that have reached orbit by 50% – a feat only eight other people have achieved. If all goes according to plan, it will also be the first time ever that private citizens have successfully flown to orbit and back on or in a flight-proven rocket or flight-proven spacecraft.
According to SpaceX, Falcon 9 will launch Crew Dragon to an apogee of around 575 km (~357 mi) – more than a third higher than the ISS, the highest humans have flown since 2009, and the highest altitude ever reached by private astronauts. With Inspiration4, SpaceX will also launch astronauts on a twice-flown Falcon 9 booster and simultaneously operate three Dragon spacecraft in orbit for the first time ever, pushing the company’s own technical abilities forward.
Despite the myriad impressive firsts Inspiration4 is set to mark, one thing is certain: it won’t be the last time private astronauts head to (real) space on a SpaceX spacecraft. Already, SpaceX has contracts from Axiom Space for four dedicated private launches to the International Space Station in 2022 and 2023, each carrying up to four private astronauts. Space Adventures – responsible for organizing all eight other non-SpaceX private orbital astronaut launches in history – also has plans to launch a private crew of four to unprecedented heights, though it’s unclear if the mission has secured any customers.
I asked about future non-government missions for SpaceX:
Reed says “the Dragon manifest is getting busier by the minute” with “a growing backlog of commercial astronaut missions.”— Michael Sheetz (@thesheetztweetz) September 14, 2021
Reed says SpaceX is “gearing up” to be able to fly 4-6 Dragon missions per year at minimum.— Michael Sheetz (@thesheetztweetz) September 14, 2021
In an official Q&A held on Tuesday, Benji Reed – SpaceX director of Dragon mission management – said that the company’s “Dragon manifest is getting busier by the minute” with “a growing backlog of commercial astronaut mission.” Reed also expects SpaceX to soon be capable of a minimum of 4-6 Dragon launches annually. Axiom-1, the first fully private astronaut mission to the International Space Station (ISS), is scheduled to launch no earlier than January 2022.
As for Inspiration4, Jared Isaacman, Sian Proctor, Haley Arceneaux, and Chris Sembroski will spend a bit less than three days in orbit and are expected to perform a few small science experiments, take plenty of photos, and host a couple live events over the course of the mission. They’ll also get to take advantage of Crew Dragon’s ‘cupola’ – designed specifically by SpaceX for Inspiration4 and set to be the largest window ever flown in space. A small camera inside the nosecone that will protect that window during ascent and reentry will hopefully allow the crew to take self-portraits with Earth as a spectacular backdrop.
If all goes according to plan, Dragon will reenter and return its private astronauts to Earth around 7pm EDT on Saturday, September 18th. SpaceX is expected to provide live coverage of Inspiration4’s launch and reentry and the launch webcast will begin around 4pm EDT (20:00 UTC), four hours before liftoff.
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Starlink goes mainstream with first-ever SpaceX Super Bowl advertisement
SpaceX used the Super Bowl broadcast to promote Starlink, pitching the service as fast, affordable broadband available across much of the world.
SpaceX aired its first-ever Super Bowl commercial on Sunday, marking a rare move into mass-market advertising as it seeks to broaden adoption of its Starlink satellite internet service.
Starlink Super Bowl advertisement
SpaceX used the Super Bowl broadcast to promote Starlink, pitching the service as fast, affordable broadband available across much of the world.
The advertisement highlighted Starlink’s global coverage and emphasized simplified customer onboarding, stating that users can sign up for service in minutes through the company’s website or by phone in the United States.
The campaign comes as SpaceX accelerates Starlink’s commercial expansion. The satellite internet service grew its global user base in 2025 to over 9 million subscribers and entered several dozen additional markets, as per company statements.
Starlink growth and momentum
Starlink has seen notable success in numerous regions across the globe. Brazil, in particular, has become one of Starlink’s largest growth regions, recently surpassing one million users, as per Ookla data. The company has also expanded beyond residential broadband into aviation connectivity and its emerging direct-to-cellular service.
Starlink has recently offered aggressive promotions in select regions, including discounted or free hardware, waived installation fees, and reduced monthly pricing. Some regions even include free Starlink Mini for select subscribers. In parallel, SpaceX has introduced AI-driven tools to streamline customer sign-ups and service selection.
The Super Bowl appearance hints at a notable shift for Starlink, which previously relied largely on organic growth and enterprise contracts. The ad suggests SpaceX is positioning Starlink as a mainstream alternative to traditional broadband providers.
Tesla engineers deflected calls from Apple on a daily basis while the tech giant was developing its now-defunct electric vehicle program, which was known as “Project Titan.”
Back in 2022 and 2023, Apple was developing an EV in a top-secret internal fashion, hoping to launch it by 2028 with a fully autonomous driving suite.
However, Apple bailed on the project in early 2024, as Project Titan abandoned the project in an email to over 2,000 employees. The company had backtracked its expectations for the vehicle on several occasions, initially hoping to launch it with no human driving controls and only with an autonomous driving suite.
Apple canceling its EV has drawn a wide array of reactions across tech
It then planned for a 2028 launch with “limited autonomous driving.” But it seemed to be a bit of a concession at that point; Apple was not prepared to take on industry giants like Tesla.
Wedbush’s Dan Ives noted in a communication to investors that, “The writing was on the wall for Apple with a much different EV landscape forming that would have made this an uphill battle. Most of these Project Titan engineers are now all focused on AI at Apple, which is the right move.”
Apple did all it could to develop a competitive EV that would attract car buyers, including attempting to poach top talent from Tesla.
In a new podcast interview with Tesla CEO Elon Musk, it was revealed that Apple had been calling Tesla engineers nonstop during its development of the now-defunct project. Musk said the engineers “just unplugged their phones.”
Musk said in full:
“They were carpet bombing Tesla with recruiting calls. Engineers just unplugged their phones. Their opening offer without any interview would be double the compensation at Tesla.”
Interestingly, Apple had acquired some ex-Tesla employees for its project, like Senior Director of Engineering Dr. Michael Schwekutsch, who eventually left for Archer Aviation.
Tesla took no legal action against Apple for attempting to poach its employees, as it has with other companies. It came after EV rival Rivian in mid-2020, after stating an “alarming pattern” of poaching employees was noticed.
There are a lot of Tesla bulls out there who have astronomical expectations for the company, especially as its arm of reach has gone well past automotive and energy and entered artificial intelligence and robotics.
However, some of the most bullish Tesla investors believe the company could become worth $100 trillion, and CEO Elon Musk does not believe that number is completely out of the question, even if it sounds almost ridiculous.
To put that number into perspective, the top ten most valuable companies in the world — NVIDIA, Apple, Alphabet, Microsoft, Amazon, TSMC, Meta, Saudi Aramco, Broadcom, and Tesla — are worth roughly $26 trillion.
Will Tesla join the fold? Predicting a triple merger with SpaceX and xAI
Cathie Wood of ARK Invest believes the number is reasonable considering Tesla’s long-reaching industry ambitions:
“…in the world of AI, what do you have to have to win? You have to have proprietary data, and think about all the proprietary data he has, different kinds of proprietary data. Tesla, the language of the road; Neuralink, multiomics data; nobody else has that data. X, nobody else has that data either. I could see $100 trillion. I think it’s going to happen because of convergence. I think Tesla is the leading candidate [for $100 trillion] for the reason I just said.”
Musk said late last year that all of his companies seem to be “heading toward convergence,” and it’s started to come to fruition. Tesla invested in xAI, as revealed in its Q4 Earnings Shareholder Deck, and SpaceX recently acquired xAI, marking the first step in the potential for a massive umbrella of companies under Musk’s watch.
SpaceX officially acquires xAI, merging rockets with AI expertise
Now that it is happening, it seems Musk is even more enthusiastic about a massive valuation that would swell to nearly four-times the value of the top ten most valuable companies in the world currently, as he said on X, the idea of a $100 trillion valuation is “not impossible.”
It’s not impossible
— Elon Musk (@elonmusk) February 6, 2026
Tesla is not just a car company. With its many projects, including the launch of Robotaxi, the progress of the Optimus robot, and its AI ambitions, it has the potential to continue gaining value at an accelerating rate.
Musk’s comments show his confidence in Tesla’s numerous projects, especially as some begin to mature and some head toward their initial stages.
Starlink goes mainstream with first-ever SpaceX Super Bowl advertisement
Tesla engineers deflected calls from this tech giant’s now-defunct EV project
