Ukuthengiswa kwazo zonke izixhobo zenkampani ye-Apple akuyi kuhamba ngexesha elifanelekileyo. Kwingqungquthela yokugqibela yenkomfa apho uTim Cook wanikezela ngeziphumo zemali ezihambelana nekota yokugqibela, isithathu sonyaka senkampani, okwesibini kulo nyaka, amanani okuthengisa aphinde abonakalise ukuba zombini i-iPhone, i-iPad kunye neeMac azihambi ngamaxesha amnandi. Ngokumalunga nentengiso ye-Mac, icandelo elibalulekileyo lesiphoso yi-Apple uqobo, engakhange iluhlaziye uluhlu lweMacBook Pro ngendlela yobuhle kunye nokusebenza kweminyaka eliqela, uluhlu oluya kuthi ngokwamarhe lungahlaziywa ngaphambi kokuphela konyaka Nangona abanye bechaza ukuba izakuba ngu-Septemba 7 olandelayo, umhla omiselwe ukuboniswa kweemodeli ezintsha ze-iPhone.
Abathengisi abagunyazisiweyo bayabona ukuthengisa kweemveliso ze-Apple ukwehla, ngamanye amaxesha ngendlela eyoyikisayo njengoko kunjalo kumjikelo wethagethi yamaziko. Ithagethi ichaze izolo ngeziphumo zayo zakutsha nje zezemali, kunye nezo ze-CEO zenkampani ezigxininise ngokukodwa kwintengiso yeemveliso ze-Apple, eziwe ngama-20% ukuba sithelekisa idatha yale kota yokugqibela naleyo yonyaka ophelileyo.
Ngokuka-Brian Cornell, i-CEO yeThagethi, imakethi ibonakala ngathi ibonisa ukugcwala ngezixhobo eziphezulu, xa kufikwa kwintengiso ye-iPhone. Nangona kunjalo, ukuba sithetha ngeeMacs, Abasebenzisi bathenga ii-Macs ezingaphantsi nangaphantsi ngenxa yokusilela kohlaziyo nakwimarhe eqhubekayo yokuba ukuvuselelwa kwayo kusondele. Le marhe ekugqibeleni engaze yenzeke, ibangela ukuba abasebenzisi banomdla wokutshintsha okanye ukuthelekisa iMacBook Pro entsha yokucinga kabini kwaye ekugqibeleni bagqibe kwelokuba balinde iimodeli ezintsha.