Apple Magazine


With Apple issuing guidance on its fourth-quarter results and fewer iPhone units shifting than expected in 2018, the company’s reputation has taken a slight dent. Learn all about the latest report, discover the truth behind the tech giant’s performance, and see what to expect in 2019 as Apple works harder than ever to appease both consumers and shareholders.


Last week, Apple’s chief executive Tim , citing China as one of the key reasons for its 2018 sales problems. Cook said that Apple “did not foresee the magnitude of the economic deceleration” in China and that US-China trade tensions had hurt consumer confidence, causing fewer consumers to purchase new iPhone and iPad models. The note was unprecedented, and it was the first time Apple has revised its guidance to investors in more than 15 years, .

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