Apple's CEO Tim Cook talks new products.

Apple's CEO Tim Cook talks new products.

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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