Tim Cook’s Biggest Gamble

Apple CEO Tim Cook at a flagship Apple store in Chengdu, October 16, 2023. *Credit: VCG via Getty Images*

First the Apple executives were stunned; a few months later they panicked; then, as iPhone sales in China missed Apple’s targets, Tim Cook reassured

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Cover Story

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The Wire China

Tim Cook’s Biggest Gamble

In an article adapted from his book 'Apple in China', published on May 13, Patrick McGee describes how the tech giant got hoisted with its own petard in China.

Catch Us If You Can

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