Key Words

the tenure of Cook 库克任职期间, CEO in office/ at the helm 在职总裁 

tech giant, tech empire 大型科技公司

geopolitical tensions threaten global supply chain 地缘政治紧张局势危及全球供应链

make a killing from Chinese consumers 从中国消费者身上赚钱

handset sector 手机行业

Apple is ascendant at the high end, in the upper hand 苹果在高端市场处于优势地位

has a dominant position in operating systems 操作系统数一数二

levy excessive fees 征收巨税

sidestep tax bills 避税

multinationals/ transnational corporations 跨国公司

broker a deal 达成协议

subscriber-based firm 以用户为中心的公司

Sino-American rift 中美冲突

have momentous consequence for its margins and for world trade 对其利益以及整个世界贸易都会带来巨大影响

catalyse competition 加速竞争

                             Key Phrases

Apple is still about beautiful design and flawless manufacturing 苹果依旧立足于精致设计和完美做工

Tim Cook made Apple better and greater 库克将苹果做大做强了

                                Summary

During the tenure of Tim Cook, Apple maintains its record of innovation and its brand. Now it is the world's most valuable firm with a largest market share. 

库克任职期间，苹果继续保持创新力和品牌力。如今苹果已经是全球市值最高的公司了，占据绝对市场份额优势。

Under Mr Cook's supervision, it has exploited four trends. One is global supply chains: it has built an immense production network with China at the centre and components coming from around the world. The second big trend is that it has made a killing from Chinese consumers. The third trend is its dominant position in operating systems. The last trend is tax avoidance. However, those four trends are becoming less favorable. 

在库克的领导下，公司乘风而上，在以下四个领域独占鳌头：1.全球供应链：苹果建立了一个以中国为中心、聚集世界各地零部件的大型生产网络；2.苹果在中国消费者身上赚得盆满钵满；3.苹果在操作系统方面占据主导地位 4. 苹果特别会避税。但是，眼下这四大时势利好逐渐消退。

So what exactly is Mr Cook's plan? First, Apple will find ways to sidestep tax bills. Second, it will maintain its reputation on its beautiful design and flawless manufacturing. Third, it will continue to push deeper into search, e-commerce or entertainment, breaking apart tech's cosy club. And if the Sino-American rift deepens, or Apple's relations with Beijing sour, Mr Cook will need to pivot away from China, with momentous consequences for its margins and for world trade.

那么库克接下来会如何应对呢？首先，苹果还是会想方设法避税；其次，苹果仍会继续保持设计以及加工方面的优势；第三，苹果将不仅仅聚焦于科技领域，还可能进军网络检索、电子商务或娱乐市场。另外，如果中美矛盾激化或苹果与华关系恶化，那么库克不得不将重心移出中国，这将对公司利润以及全球贸易市场产生重大影响。