To celebrate 10 years of the iPhone, Apple will release a new smartphone, provisionally called iPhone 8, in September
To celebrate 10 years of the iPhone, Apple will release a new smartphone, provisionally called iPhone 8, in September

Are Apple’s golden days really over?

20 January 2017

Under CEO Tim Cook, Apple has one of the world’s most efficient supply chains. Yet critics insist it has lost its mojo. A smartphone that gives users Superman-style X-ray vision might just change that perception.

Apple’s visionary founder Steve Jobs once said: “I have lived my life either through a Beatles or a Bob Dylan song.” The remark seems peculiarly apt for the business Jobs created – which shares its name with the Beatles’ own record label – because Apple has never been about business as usual.

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