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SpaceX’s internet satellite strategy faces possible setback (Correction: It’s actually in great shape)
Correction: Upon further analysis of FCC filings and proposed updates to ITU regulations, SpaceX’s Internet constellation is on much steadier ground than it initially appeared to be, and the FCC decision made on September 26 2017 to update its NGSO FSS regulations is likely to help SpaceX far more than it might harm the company.
The ITU has since 2015 taken a stance that aligns more with the FCC’s cooperative spectrum sharing policy and did not intend for Part 5 of its Radio Regulations to be interpreted as a “first come, first serve” attitude. Specifically, the ITU’s 2017 Rules of Procedure pointedly state in Article 9.6 (Word document download) that those rules were not intended “to state an order of priorities for rights to a particular orbital position” and that “the [interference] coordination process is a two way process”. An ex parte filed with the FCC (PDF download) by SpaceX on September 15 stated SpaceX’s support for these international and domestic policy adoptions, as well as the FCC International Bureau’s responsive consideration of SpaceX’s own suggestions.
The company’s first two test satellites could still launch later this year
The U.S. Federal Communications Commission (FCC) responded September 7th to requests for modification to existing satellite communications regulations and FCC practices from a number of prospective constellation operators, including OneWeb, Telesat, and SpaceX.
The FCC ultimately decided to avoid one major rule change that could force SpaceX to completely reconsider its strategic approach to its proposed Low Earth Orbit broadband constellation.
To grossly oversimplify, SpaceX had requested that the FCC apply their non-interference rules for lower orbit communications satellites to internet constellations operating both inside and outside the physical United States. These rules require that communication satellites operating in non-geostationary orbits (NGSO) share the available wireless spectrum equally among themselves when two or more satellites pass within a certain distance of each other relative to ground stations. In simpler terms, consider your smartphone’s cellular connectivity. The FCC’s rule for satellites in lower orbits can be thought of like multiple smartphones using the same cell tower to access the internet: the cell tower simply acknowledges the multiple devices it needs to serve and allows each device a certain amount of bandwidth.
However, the FCC is admittedly a domestic Commission focused on administering communications rules and regulations in the United States, and an agency already exists for coordinating global communications needs, called the International Telecommunication Union (ITU). The ITU’s Radio Regulations are considerably more simplistic. Rather than the FCC’s more nuanced and reasonable methods of spectrum sharing, the ITU allows the first satellite operator actively using a certain orbit or spectrum to become the primary coordinator for all interference issues. Put more simply, it gives those who launch communications satellites first a “first come, first serve” advantage that lets those entities then set the rules for interference with their constellation.
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- In these figures, SpaceX attempts to demonstrate the significance of cooperation between different satellite constellation operators. (SpaceX/FCC)
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- Compared to the first figure, interference events while sharing data on satellite locations is almost nonexistent. (SpaceX/FCC)
Both OneWeb and Telesat, companies also interested in launching global broadband constellations, are licensed in countries other than the United States, meaning that the FCC has given the ITU precedent in deciding how to deal with SpaceX’s potential constellation interference. SpaceX’s proposed constellation of at least several thousand satellites ends up being at a distinct disadvantage simply because it would take far longer for SpaceX to even partially complete its constellation when compared with competitors like OneWeb, who expect to finish launching the first phase of their constellation several hundred satellites by the end of 2020. Under the ITU’s regulations, SpaceX could be forced by competitors to effectively step on eggshells around their constellations by avoiding interference to the furthest extent possible, rather than simply sharing spectrum in the brief periods where different satellites temporarily interfere with each other.
While the FCC’s choice to cede international interference coordination to the ITU is a huge blow to SpaceX’s proposed internet constellation efforts, the same September 7th report also eased a handful of other requirements that would have proven difficult for SpaceX’s massive constellation. For geostationary constellations, the FCC previously required that all satellites be launched within a period of six years, with failure to do so resulting in a revoked license for the company in question. In a small concession to SES, O3b, and SpaceX, the FCC now plans to require that 50% of lower orbit satellite constellations be launched within six years of receiving an FCC license. This would still be a massive challenge for SpaceX’s plan of 4,425 initial satellites and a follow-up constellation of more than 7,000 additional satellites (PDF download).
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- Falcon 9 lands on drone ship JRTI after launching Formosat-5, August 2017. (SpaceX)
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- 2017 saw SpaceX recovery 10 Falcon 9 first stages, 5 by sea. (SpaceX)
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- Falcon 9 B1040 returns to LZ-1 after the launch of the USAF’s X-37B spaceplane. (SpaceX)
The FCC’s September 7th report will not become final unless it is passed by vote in a September 26th Open Commission Meeting. It is possible that SpaceX council will make a statement protesting the FCC’s decision, but it is nevertheless likely that the FCC’s report will be accepted and become official. While the LEO internet constellation has remained a low priority for SpaceX since it was revealed in 2015, the company has steadily continued work on the project and SpaceX has every reason to continue pursuing it given the potential profit margins it could produce. In spite of the now expanded difficulties lying ahead, SpaceX appears to be preparing for the first launch of two test satellites related to its internet constellation efforts. The move is seen as a likely attempt to tag along as passengers during SpaceX’s launch of PAZ, a Spanish earth imaging satellite, during the final three months of 2017.
Elon Musk is scheduled to reveal more details on SpaceX’s Mars exploration and colonization efforts on September 29th. He has stated that this presentation will focus more on the “how” of colonizing Mars, revealing how exactly SpaceX thinks it can fund the development of its Interplanetary Transport System. Musk also confirmed several weeks ago that SpaceX had reduced the size of the ITS rocket to a still-massive diameter of 9 meters, and sources inside the company have also indicated that the company is thinking about modifying its LC-39A Florida launch pad to support both Falcon and ITS vehicles. SpaceX recruiters revealed earlier this week that SpaceX also intends to have their Boca Chica, Texas launch pad, which is currently under construction, be capable of eventually launching ITS-sized vehicles once it comes online in 2019 or later.
Elon Musk
Tesla is ramping up its advertising strategy on social media
Tesla has long stood out in the automotive world for its unconventional approach to advertising—or, more accurately, its near-total avoidance of it. For over a decade, the company spent virtually nothing on traditional marketing.
Tesla seems to be ramping up its advertising strategy on social media once again. Marketing and advertising have not been a major focus of Tesla’s, something that has brought some criticism to the company from its fans.
However, the company looks to be making adjustments to that narrative, as it has at times in the past, as ads were spotted on several different platforms over the past few days.
On Facebook and YouTube, ads were spotted that were evidently placed by Tesla. On Facebook, Tesla was advertising Full Self-Driving, and on YouTube, an ad for its Energy Division was spotted:
Tesla also threw up some ads on YouTube for Energy https://t.co/19DGQMjBsA pic.twitter.com/XQRfgaDKxY
— TESLARATI (@Teslarati) March 9, 2026
Tesla has long stood out in the automotive world for its unconventional approach to advertising—or, more accurately, its near-total avoidance of it. For over a decade, the company spent virtually nothing on traditional marketing.
In 2022, Tesla’s U.S. ad spend was roughly $152,000, a rounding error compared to General Motors’ $3.6 billion the following year.
Traditional automakers averaged about $495 per vehicle on ads; Tesla spent $0. CEOElon Musk’s stance was explicit: “Tesla does not advertise or pay for endorsements,” he posted on X in 2019. “Instead, we use that money to make the product great.”
The strategy relied on word-of-mouth from delighted owners, Elon’s massive X following, viral product launches, media frenzy, and customer referrals. A great product, Musk argued, sells itself. It does not need Super Bowl spots or billboards. Resources poured into R&D instead, with Tesla investing nearly $3,000 per car, far more than rivals.
Tesla counters jab at lack of advertising with perfect response
This reluctance wasn’t arrogance; it was philosophy, and Musk made it clear that the money was better spent on the product. Heavy spending on ads was seen as wasteful when innovation and authenticity drove organic demand. Shareholder calls for marketing budgets were ignored.
The current shift, paid Facebook ads promoting Full Self-Driving (Supervised) and YouTube Shorts offering up to $1,000 back on Powerwall batteries, marks a pragmatic evolution.
These targeted campaigns coincide with the end of one-time FSD purchases and a March 31 deadline for FSD transfer eligibility on new vehicles.
This move likely signals Tesla adapting to scale, as well as a more concerted effort to stop misinformation regarding its platform. As EV competition intensifies and the company bets big on robotaxis and energy storage, pure organic buzz may not suffice to hit adoption targets. Selective digital ads allow precise, cost-effective reach without abandoning core principles.
If successful, it could foreshadow measured expansion into marketing, boosting high-margin software and home energy revenue while preserving Tesla’s innovative edge. But, it’s nice to see the strategy return, especially as Tesla has been reluctant to change its mind in the past.
News
Tesla Model Y outsells everything in three states, but Ford dominates
The Model Y’s success here highlights accelerating mainstream adoption of electric SUVs, which offer spacious interiors, impressive range, rapid acceleration, and low operating costs.
The Tesla Model Y was the best-selling vehicle in three different states in the U.S. last year, according to new data that shows the all-electric crossover outsold every other car in a few places. However, Ford widely dominated the sales figures with its popular F-Series of pickups.
According to new vehicle registration data compiled by Edmunds and visualized by Visual Capitalist, the Ford F-Series, encompassing models like the F-150, F-250, F-350, and F-450, claimed the title of best-selling vehicle in 29 states.
This dominance underscores the pickup truck’s unbreakable appeal across much of the country, particularly in rural, Midwestern, Southern, and Western states, where towing capacity, durability, and utility for work or recreation remain top priorities.
The Tesla Model Y is the best-selling vehicle in California, Washington, and Nevada
How many states will it dominate next year? https://t.co/ERyoyce42D
— TESLARATI (@Teslarati) March 9, 2026
The F-Series has held the crown as America’s overall best-selling vehicle for decades, a streak that continued strong into 2025 despite broader market shifts.
Yet, amid this truck-heavy reality, Tesla made a notable breakthrough. The Model Y emerged as the top-selling vehicle, not just the leading EV, but the outright best-seller in three key states: California, Nevada, and Washington.
These West Coast strongholds reflect regions with robust EV infrastructure, high environmental awareness, generous incentives, and tech-savvy populations. In California alone, nearly 50 percent of new vehicle registrations were electrified, far outpacing the national average of around 25 percent.
The Model Y’s success here highlights accelerating mainstream adoption of electric SUVs, which offer spacious interiors, impressive range, rapid acceleration, and low operating costs.
Elon Musk: Tesla Model Y is world’s best-selling car for 3rd year in a row
Elsewhere, Japanese crossovers filled many gaps: Toyota’s RAV4 and Honda’s CR-V topped charts in several urban and densely populated Northeastern and Midwestern states, where fuel efficiency, reliability, and family-friendly features win out over larger trucks.
While Ford’s broad reach shows traditional preferences persist, at least for now, Tesla’s Model Y victories in high-population, influential states signal a gradual but undeniable transition toward electrification. As charging networks expand and battery technology improves, more states could follow the West Coast’s lead in the coming years.
This 2025 map captures a pivotal moment: pickup trucks still rule the majority, but EVs are carving out meaningful territory where consumer priorities align with sustainability and innovation. The road ahead promises continued competition between legacy giants and electric disruptors.
Elon Musk
Elon Musk shares updated Starship V3 maiden launch target date
The comment was posted on Musk’s official account on social media platform X.
SpaceX CEO Elon Musk shared a brief Starship V3 update in a post on social media platform X, stating the next launch attempt of the spacecraft could take place in about four weeks.
The comment was posted on Musk’s official account on social media platform X.
Musk’s update suggests that Starship Flight 12 could target a launch around early April, though the schedule will depend on several remaining milestones at SpaceX’s Starbase launch facility in Texas.
Among the key steps is testing and certification of the site’s new launch tower, launch mount, and tank farm systems. These upgrades will support the next generation of Starship vehicles.
Booster 19 is expected to roll to the launch site and be placed on the launch mount before returning to the production facility to receive its 33 Raptor engines. The booster would then return for a static fire test, which could mark the first time a Super Heavy booster equipped with Raptor V3 engines is fired on the pad.
Ship 39 is expected to undergo a similar preparation process. The vehicle will likely return to the production site to receive its six engines before heading to Massey’s test site for static fire testing.
Once both stages are prepared, the booster and ship will roll out to the launch site for the first full stack of a V3 Super Heavy and V3 Starship. A full wet dress rehearsal is expected to follow before any launch attempt.
Elon Musk has previously shared how SpaceX plans to eventually recover Starship’s upper stage using the launch tower’s robotic arms. Musk noted that the company will only attempt to catch the Starship spacecraft after two successful soft landings in the ocean. The approach is intended to reduce risk before attempting a recovery over land.
“Should note that SpaceX will only try to catch the ship with the tower after two perfect soft landings in the ocean. The risk of the ship breaking up over land needs to be very low,” Musk wrote in a post on X.
Such a milestone would represent a major step toward the full reuse of the Starship system, which remains a central goal for SpaceX’s long-term launch strategy.
Tesla is ramping up its advertising strategy on social media
Tesla Model Y outsells everything in three states, but Ford dominates
