Apple's CEO Tim Cook talks new products.

Apple's CEO Tim Cook talks new products.

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Tim Cook, chief executive officer of Apple Inc., speaks during an event in San Jose, California, U.S., on Tuesday, Oct. 23, 2012. Apple Inc. is taking the wraps off a smaller iPad today, betting that a less expensive version of its tablet computer will help the company fend off competitors including Microsoft Corp., Amazon.com Inc. and Google Inc. Photographer: Noah Berger/Bloomberg *** Local Caption *** Tim Cook

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