This has been known to be on the cards for a while now…
The question is… Why do you think this is happening?
Tim Cook is blaming… battery replacements and China
My personal thoughts are that the majority of customers aren’t feeling meaningful upgrades to justify huge price tags. It’s relative, but I don’t think the XS and XS Max justify being upwards of £1k, and neither do I think the XR is worth £750 (I own one… but if it weren’t for the fact that I got a 30% discount on my tariff I probably wouldn’t have bothered). I do have friends and family who are still using 6’s and 7’s for precisely this reason.
I think it is quite likely that the high-end smartphone market has hit a plateau, and Apple have elected to basically only sell high-end devices. Samsung, on the other hand, won’t be feeling the pinch. They have products in every category and a more diverse business.
What do you all think?