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Apple boss Tim Cook makes surprise Dubai visit

No stranger to surprises with Apple, Tim Cook pulled off another one – and Dubai got to witness it first-hand.

The tech giant’s boss made an unexpected appearance at the Apple Store at Dubai’s Mall of the Emirates on Saturday afternoon, stunning customers and staff alike.

In a suddenly-wild atmosphere, Cook gamely engaged people at the location, posing for pictures and speaking with them.

Apple’s UAE PR team did not respond to requests from Khaleej Times for details on the apparently confidential visit. It was also unclear what Cook’s schedule was in the UAE nor the purpose of his visit.

Industry insiders, however, were of the view that the cameo appearance may be part of Apple’s strategy to revamp all of its Apple Stores; the company very recently announced this plan, with its two-storey San Francisco location scheduled to unveil its fresh look on Saturday.

They also believe that the company is keen to expand its footprint in the Middle East through its UAE base, where consumers are tech-savvy and have a good following for its products.

Apple is ramping up its efforts to bounce back from a dismal fiscal second quarter, in which it posted its first-ever iPhone sales drop and first revenue decline in 13 years. The Cupertino, California-based firm’s stock is down 30 per cent in the past year.


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