Apple’s iPhone XS, XS Max and XR garnered plenty of hype at the tail end of 2018 but ultimately fell short of the mark, not to mention the company’s expectations. Following the phones’ underperformance on store shelves post-launch, CEO Tim Cook released a letter to investors, confirming a revision in Apple’s expected earnings for the first quarter of 2019.
With such uncharacteristically underwhelming performance, the onus on Apple to ensure that this year’s iPhone lineup is a hit is arguably greater than ever.
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