The company is executing a turnaround plan aiming for profitability by 2028, with CEO and board member Tim Cook recently making a significant share purchase. It faces margin pressure from tariffs, prompting pricing and supply chain adjustments. The stock has been volatile, down over the past year but up recently. Analysts are divided, with some seeing value while others remain cautious. The company is expanding its wholesale presence and has secured a new multi-year supply agreement with Loop Industries for sustainable materials.