Izolo inkampani ezinze eCupertino imemezele imiphumela yezomnotho ehambelana nekota yesine yonyaka nalapho besibona khona ukuthi imali engenayo yenkampani nokuthengiswa kwe-iPhone kuqhubeka nokwehla kanjani, okuthile bobabili abahlaziyi nenkampani base bevele bebikezele. Ingxenye enkulu yecala isemakethe yaseChina, engasakhuli njengoba yenzile eminyakeni yamuva futhi, njengoba sibonile kudatha enikezwe yi-Apple, imisebenzi kulelo zwe yehle ngo-30%. Le miphumela yezezimali iphinde yaqinisekisa ukuthembela kwe-iPhone enkampanini, ngoba imele u-60% wemali etholwayo.
Ngemuva kokuphela kwesethulo, uTim Cook uphendule imibuzo ethile maqondana nezinhlelo zenkampani zamanje nezesikhathi esizayo. Eminye yemibuzo abasebenzisi abaningi abafuna ukuyibuza ukuthi ngabe ukunyamalala kwemakethe yeGalaxy Note 7 kuyabasiza yini, njengoba abanye abahlaziyi bekuqinisekisile. UTim Cook ukuqinisekisile ukuthi ababoni nzuzo ngemuva kokunyamalala kweNothi 7 emakethe, ngoba inkampani ayikwazi ukubhekana nayo ukuhlangabezana nesidingo esikhulu samamodeli we-iPhone amasha.
UCook akazange amangale lapho ethola lo mbuzo, ngokusobala ukuthi kwakungomunye walabo ababelindelwe ngenxa yenkinga yokuthi ukunyamalala kweNothi 7 kubangele abasebenzisi abaningi, ngoba baphoqeleke ukuba bafune ezinye izindlela emakethe. Ukukhuluma iqiniso, kufanele kuqashelwe ukuthi azikho ezinye izindlela zangempela. Akukho ukuphela emakethe okunikeza ithuba lokusebenzisa i-S-Pen ngesikrini sedivayisi. Into esiseduzane esingayithola yi-9,7-inch iPad Pro, okungeyona i-smartphone kepha ithebhulethi kuphela.