» Setting expectations

CNBC’s Jon Fortt:

So perhaps the bigger problem is that Apple failed to get ahead of this story. Think about it:

Apple knew in the summer, before the most dramatic part of the stock’s upward climb, that the story was going to get tricky at the end of the year with a massive multiproduct rollout. Apple could have signaled then, while investors were still feeling good about the stock, that this would be a different kind of year as the company prepared for the future.

See also: Maps.

If there’s a valid criticism to be made of Tim Cook, it might be this.