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Apple 4S Rollout: Tim Cook Is Smart to Play It Safe

Why redesign a product that’s outselling everything else in its category? The iPhone 4 is a canny move.

articles/2011/10/05/apple-4s-rollout-tim-cook-is-smart-to-play-it-safe/tim-cook-iphone-4s-lyons_tk63vy
Kevork Djansezian / Getty Images

Investors and some Apple fans might have been disappointed by the new iPhone that Apple introduced on Tuesday, but in a sense the company is just following the age-old maxim “If it ain’t broke, don’t fix it.”

A lot of people were expecting Apple to introduce a radically

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