Here’s what Cook didn’t say: 1) Apple has been misjudging its own
business, and that makes it tough to believe what executives say;
and 2) The company failed to prepare investors for an inevitable
slowdown in growth — even if that slowdown proves temporary. If
one duty of public company executives is to under-promise and
over-deliver, Apple has flopped in that job.
This is fair and astute criticism of Cook and Apple’s executive team. The problem isn’t the drop in iPhone sales so much as forecasting them accurately.