Conor Brophy: What Apple did next

Chief executive Tim Cook is coming under pressure to deliver the next game changer

8th May, 2016
Apple chief executive Tim Cook introducing the Apple watch last year. Pic: Getty

Out of necessity, Catch-22 author Joseph Heller developed the perfect response to those who would ask him why he had never written another novel to match his 1961 masterpiece: “Who has?”

Apple chief executive Tim Cook must be tempted to borrow that line when he is confronted with the question of why the company hasn’t come up with another product that matches the iPhone.

Instead, in an interview with CNBC last week,...

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