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.
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 investors and analysts that everything was fine.
Tim Cook mentions Apple’s performance in China during a November 1, 2018 earnings conference call. Transcript via The Motley Fool
The drama began in early 2018, a time when Apple executives thought they’d be basking in the halo of the iPhone X. The “tenth anniversary” iPhone was a big
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