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In February 2020, Apple Inc (Apple) was fighting litigation by one of the oldest patent troll firms (a non-practicing entity) in the United States, VirnetX Holding Corporation (VirnetX). VirnetX targeted innovative and cash rich firms and had begun to use specific US locations with patent troll-friendly courts as major hubs for filing litigation. For targets such as Apple, this meant resources intended for innovation were wasted in fighting legal battles. In collaboration with its competitors, Apple took several initiatives, including pre-emptive litigation and appeals to both the US and the European Union governments to improve patent laws and prevent patent trolling. How could Apple's chief executive officer encourage innovation at Apple amid patent trolling issues? What strategies should he take to fight against non-practicing entities?