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For Tim Chef, 2016 is a year that cannot end quickly enough.

Apple’s chief executive has been battling uninspired results at the Cupertino, Calif.-based technology giant, with movie critics criticizing dull sales on an increasingly stagnant schedule of devices– consisting of the iPhone.

The newest proof came Friday, with a record from Nikkei, the Japanese news company, that Apple will reduce production of the iPhone 7 by about 10 percent due to the fact that it “has actually marketed more sluggishly compared to expected.”

The downbeat information resembled this spring, when Chef was forced to announce a dismal milestone: Quarterly sales of the iPhone– by many actions one of the most successful customer product in background– dropped for the initial time ever.

” This, also, shall pass,” Cook demanded a call with Wall Road analysts in April. “The future of Apple is really intense.”

Some capitalists typically aren’t so certain. Cook had begged that the iPhone 6S– whose sales dropped 15 percent and also 16 percent in the springtime as well as summer season quarters, specifically– was essentially a placeholder product in advance of the apple iphone 7.