In this week’s *Sunday Reboot*, Apple reports its highest‑ever Q3 revenue, yet investors and analysts still deliver a sharp rebuke. The column pokes fun at the “Apple reality distortion field” while highlighting the paradox of a company making billions and still being judged short.

The reaction is swift: Goldman Sachs lifts its target to $370 only to trim it by $10 after the earnings call, citing supply constraints and a lukewarm services outlook. Morgan Stanley cuts from $364 to $360 over higher memory costs and slower services growth, while JP Morgan drops its target from $340 to $340 for similar supply worries. Even Tim Cook’s farewell address about “incredibly strong demand” can’t stop the downward pressure.

Analysts point to the iPhone 17’s runaway success as a signal that the next model, the iPhone 18, may struggle to outperform. Services, which only grew 12.7% versus the 14.6% forecast, hint at a 9.5% slowdown next year, fueling further doubts.

The column ends with a wry خطر that investor scrutiny sometimes feels more about picking faults than celebrating growth, turning the usual “Billions” drama into a more grounded, sometimes grating, reality.