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Apple CEO Tim Cook is staring down the barrel of his latest career-defining moment in the wake of a shocking financial warning to investors. And how he responds will go a long way to solidifying his legacy as CEO of the tech giant.

在对投资者发出令人震惊的财务警告之后,苹果公司首席执行官蒂姆· 库克即将迎来他职业生涯最新的决定性时刻。 作为这家科技巨头的首席执行官,他的回应对巩固他的遗产大有裨益。

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Since grabbing the CEO baton from the larger than life Jobs, Cook has unveiled several iterations of the iPhone and led the rollout of wearables like the Apple Watch and AirPods. Cook has also pushed Apple deeper into services such as the Cloud and video content.

自从从乔布斯手中接过CEO 指挥棒以来,库克已经历经了iPhone 的几个版本,并领导了苹果手表和AirPods 等可穿戴设备的推出。 库克还推动苹果进一步深入云端和视频内容等服务领域。



Up until this point, Cook’s legacy could be viewed as a CEO that didn’t mess up what the innovative founder created. At the same time, Cook has expanded Apple’s reach into the lives of people globally — and its social influence. Not a bad few lines on the ole resume.

在此之前,库克的遗产可以被看作是一位不把创新型创始人创造的东西搞砸的首席执行官。与此同时,库克扩大了苹果在全球人民生活中的影响力-以及它的社会影响力。简历上还不错。

But a $7 billion revenue warning now has Cook on his back heels with the media, investors and even Chinese consumers amid rising trade tensions. In effect, Cook’s resumé suddenly has a host of new asterisks.

但在贸易紧张局势不断升级的情况下,70亿美元的收入预警让库克不得不面对媒体、投资者甚至中国消费者。 实际上,库克的简历突然有了一系列新的星号。

Apple said in a filing released after market close Wednesday that it now sees first quarter revenue of about $84 billion. It previously anticipated $89 billion to $91 billion. In the filing, Cook attributed the reduced guidance to weakness in emerging markets and in Greater China as well as supply constraints on new products. Cook also hinted strongly that Apple felt resistance from consumers to the new $1,000-plus iPhone XS line.

苹果公司在周三收盘后发布的一份文件中预计,第一季度营收约为840亿美元。 此前预计为890亿至910亿美元。 库克在文件中将降低的业绩指引归因于新兴市场和大中华地区的疲软,以及新产品的供应限制。 库克还强烈暗示,苹果感受到了消费者对价格超过1000美元的新iPhone XS产品线的抵制。

While Cook tried to hype strong demand in AirPods and Apple Watches, investors weren’t buying it.

尽管库克试图炒作AirPods和苹果手表的强劲需求,但投资者并不买账。

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Whatever paths Cook chooses, scrutiny rightfully will be high. And it should be: Cook and his management team failed to properly guide investors to slowing global demand for its most important product, the iPhone. Supply constraints for new Macs and Apple Watches are also a black eye for Cook considering his operations background.

无论库克选择哪条路,严格的审查将是正确的。而且应该是:库克和他的管理团队全球对其最重要产品iphone的需求减缓未能恰当地引导投资者。考虑到库克的运营背景,对他来说,新MacS和苹果手表的供应限制也是个羞辱。

“This is one of the darkest days in Apple’s history,” Ives says. “It’s the most defining moment for Tim Cook as CEO.”

"这是苹果历史上最黑暗的日子之一,"艾夫斯说。 "这是蒂姆•库克担任首席执行官最具决定性意义的时刻。"