In an article featured in Bloomberg Businessweek, Apple‘s well-documented dip in performance is the topic of conversation. With this in mind, the article points to the tech giant’s CEO Tim Cook as the ideal man to steer the company through these turbulent times. Described as an even-keeled individual who doesn’t get too high or too low, Mr. Cook has seen it all and is not ready to start panicking. With the iPhone 5s and iPhone 5c as the latest products to lead the way into these unchartered waters, Mr. Cook will remain true to the market segment that lay the foundation for Apple. Unfazed by the downward pressure from more affordable handsets, most notably those seen in the China market, the decision-makers at Apple seem confident going forward with a strategy that many believe will lead to them competing in a slowly shrinking market segment. Only time will tell. If you want to check out the original article, head over to Bloomberg Businessweek.