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Apple CEO Tim Cook needs to start putting out fires

Dave Lee
Dave Lee • 6 min read
Apple CEO Tim Cook needs to start putting out fires
Photo: Bloomberg
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As the market prepares for Apple Inc’s earnings on Thursday, all I can think is this: CEO Tim Cook has problems. Plenty of them.

The company dropped out of the US$3 trillion valuation club this week, leaving Microsoft Corp to stand alone, thanks to worries over China sales and a multitude of other headaches for the Cupertino-based company. There are at least half a dozen challenges that analysts and investors will most likely ask Cook to address.    

Apple is staring down another quarter of underwhelming-at-best revenue

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