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SpaceX will attempt Falcon 9 upper stage landings in 2018, says Shotwell
SpaceX also hopes to create an Internet constellation around Mars
In a candid and light-hearted presentation given at the Massachusetts Institute of Technology, SpaceX President Gwynne Shotwell revealed a considerable amount of exciting information about the space launch company’s future prospects and near-term goals.
Fascinatingly, Shotwell confirmed that SpaceX is currently attempting to procure nuclear materials in order to conduct research and development of nuclear propulsion for spacecraft. Nuclear-powered methods of propulsion have the potential to drastically increase the efficiency of spacecraft once in orbit, with the primary benefit being faster travel times around the Solar System. Faster transit times for manned spacecraft would translate into fewer consumables needed for those journeys, increasing the amount of other supplies that could be brought in a single trip. Beyond the orbit of Mars, other destinations humans might like to visit will require non-chemical propulsion, with more traditional rocketry leading to one-way voyages measured in years.
https://twitter.com/charlottelowey/status/913145922976190464
Equally exciting, she stated that SpaceX plans to attempt the first soft landing of Falcon 9’s upper stage before the end of 2018. Second stage recovery efforts would proceed much like Falcon 9’s first stage recovery did, beginning with attempts to land softly in the ocean and later bring in a droneship to attempt legitimate recoveries of the vehicle. While SpaceX’s now highly successful program of first stage recovery has taken the first steps to appreciably lower the cost of access to orbit, as much as 30% or more of the cost of every Falcon 9 launch can be found in the second stage and its many components, all of which are currently discarded every launch. Second stage recovery and reuse is nevertheless absolutely crucial to SpaceX’s and Elon Musk’s goal of reducing launch costs by anywhere from a factor of 10 to 100.
Still, the payload fairing – a major component of the Falcon 9 – costs approximately $5 million on its own, nearly 10% of the cost of a $62 million expendable launch. SpaceX has been making concerted progress towards fairing recovery and reuse, and Musk has said that he expects SpaceX to accomplish the first successful fairing recoveries before the end of 2017. The second stage is thus the obvious next step if the goal is to create a fully-reusable Falcon 9. SpaceX, however, seem to be prioritizing a different path.
Long road to reusabity of Falcon 9 primary boost stage…When upper stage & fairing also reusable, costs will drop by a factor >100. pic.twitter.com/WyTAQ3T9EP
— Elon Musk (@elonmusk) September 14, 2017
Shotwell clarified that SpaceX would not attempt to reuse Falcon 9’s upper stage, even if recovery efforts succeed. This suggests that SpaceX is planning to focus the majority of its research and development staff and capital on their considerably larger “BFR (Big Falcon Rocket) planetary colonizer” vehicle, which will be unveiled for the first time later today. Hence, Shotwell’s comment lends confidence to the belief that Falcon 9 will never become fully reusable, which makes sense. The decision to focus energy on a new launch vehicle is arguably a more efficient and productive task than modifying Falcon 9 even more drastically. The development of an entirely new rocket offers SpaceX the freedom to design for complete reusability from the start, whereas Falcon 9’s path to partial reusability has been inevitably circuitous.
Finally, Shotwell briefly discussed SpaceX’s desire to create a vast constellation of Internet satellites around Earth, stating that their goal was “make scads of cash, spend it going to Mars, [and] give Mars broadband too!”. This aligns with speculation and leaked financial documents. Just yesterday, the Federal Communications Commission (FCC) held an Open Commission meeting where they voted to hand off certain aspects of regulatory approval to the International Telecommunications Union, which is a relatively positive development for SpaceX’s satellite constellation.
https://twitter.com/charlottelowey/status/913146863842414593
Regardless, Musk is bound to reveal some even more thrilling details about SpaceX in his presentation at the 2017 International Astronautical Congress. Currently scheduled for 4 a.m UTC on September 29, or 9:30 p.m. PDT on September 28, and an official SpaceX.com livestream is expected to be provided for those who were unable to make the long journey to Adelaide, Australia.
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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
