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Purple bush pinecone shaped flower plant
Coastal
Its an endemic plant of Madeira and Canary Island
Blooming all over this part of South California this time of season...attracting bees and hummingbirds in mass.
I'd agree it looks like it's in the lupine family, but the specific is not familiar to me, either.
The leaves make me think it is Lupine, but I need confirmation from someone else.