Abstract
“WHILE WE ANTICIPATED some challenges in key emerging markets, we did not foresee the magnitude of the economic deceleration, particularly in Greater China. In fact, most of our revenue shortfall to our guidance, and over 100 per cent of our year-over-year worldwide revenue decline, occurred in Greater China across iPhone, Mac and iPad.” Tim Cook, CEO, Apple, 2 January 2019, Q4 Letter to Investors.
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