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Apple’s 10 Biggest Challenges, From AI to Tariffs

Tim Cook, chief executive officer of Apple.Source: Bloomberg

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By Mark Gurman

June 12, 2025 at 12:05 PM UTC

Apple Inc., long the envy of its Silicon Valley peers, is now facing one of the most trying times of the post-Steve Jobs era.

The company is scrambling to catch up with rivals in artificial intelligence, and regulators are attacking its business model globally. Demand for the iPhone — Apple’s biggest moneymaker — also remains sluggish, especially in China.