Cook, Ive, and Federighi on the New iPhone and Apple's Once and Future Strategy - Businessweek

Final paragraph from an extensive Apple snapshot

"Apple has set a pace for itself that can be hard to keep up. Like it or not, every time Cook walks onstage and unveils anything less than a mind-blower, the world—or at least the stock market—reacts with disappointment. Apple shares dropped 5 percent the day after the new iPhones were introduced and are down about 10 percent for the year. “Am I happy about that? No, I’m not,” Cook says. “You have to bring yourself back to, ‘Are you doing the right things?’ And so that’s what I focus on, instead of letting somebody else or a thing like the market define how I should feel.”"

Cook, Ive, and Federighi on the New iPhone and Apple's Once and Future Strategy - Businessweek