FILE PHOTO: Apple Chief Executive Officer Tim Cook speaks at the Apple Worldwide Developer conference (WWDC) in San Jose, California, U.S., June 4, 2018. REUTERS/Elijah Nouvelage/File Photo
Apple Inc’s Tim Cook confirmed Jan 2 that the latest iPhones, his flagship product, are not selling up to expectations. The news exposes his toughest challenge since taking over as chief executive officer from the legendary Steve Jobs: how to take the company forward when its top product has lost lustre with consumers.
Cook has dealt with a series of controversies during his more than seven years in the role, ranging from the company’s failed Google Maps replacement launch and the need to oust the head of iPhone software in 2012, to concerns over labour and tax practices. He has calmly navigated the politics of US President Donald Trump’s administration, and so far has avoided tariffs on the company’s key devices as the US-China trade war widens.
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