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October 30, 2013 AT 12:05 PM
At the company's earnings call on Monday, Apple CEO Tim Cook was of course waving the flag high with record fiscal fourth quarter revenues but slightly lower gross margin numbers, down three percent year on year. Clearly, with new iPhones and iPads queued up for the holidays, Apple is focusing on volume and has to compete more than ever on price, in a market where competition and competitive offerings are growing like weeds in the orchard.