I suspect Tim Cook is old enough to remember "The Osborne Effect" quite keenly. https://en.wikipedia.org/wiki/Osborne_effect https://en.wikipedia.org/wiki/Osbo

I suspect Tim Cook is old enough to remember "The Osborne Effect" quite keenly. https://en.wikipedia.org/wiki/Osborne_effect https://en.wikipedia.org/wiki/Osborne_effect That being said, like many urban legends, there is quite a bit of doubt as to whether the company's demise was caused by the pre-announcement, rather than by the fact that Osborne was trying to leverage its lead into bigger margins, without offering more computer for the dollar.