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A comment on John Riccitiello steps down as CEO of Unity after pricing battle. Parent comment

Re:John Riccitiello steps down as CEO of Unity after pricing... by smugma on Tuesday October 10, 2023 @09:44AM (#37832016)
Conversely companies can buy back shares so each share is a larger percentage of the company.

Apple has been doing this aggressively for the past 10+ years.

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