I don't get what is happening with Apple right now. To me it has the Tesla disease where lemmings buy because there is news. Going from an innovator to the cop out statement that we aren't the first, but we are the best, well they have always been both so Cook is admitting they have lost the spark. Given the overwhelming

response to the I watch and Apple TV at least he is being honest.
But Apple has that strong seasonal pattern where product launch and holiday sales are always the best quarters and clearly Cook plans on testing the loyalty of the fan base with big price increases. But a significant issue is the Dollar versus the Yuan and the Euro, and that, to me, is the real challenge for Apple.