Tim Cook and his team decided to gamble on revealing the iPhone X as soon as possible, even as it damages the iPhone8 and iPhone 8 Plus sales. It’s the most open approach to the problem, but it comes with significant risk to Apple’s financial performance in Q4 2017.
from Forbes Real Time https://www.forbes.com/sites/ewanspence/2017/09/25/apple-iphonex-iphone8-risk-gamble-danger-sales/
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