My poor AAPL stock. Whyyyy didn't I sell at $700, sigh.
I think the answer here is pretty obvious to most of us. iOS has stagnated. Apple thought they could float by with a few iterative improvements in the iOS within a five-year span, while beating off competition with patent lawsuits.
The reality is that those lawsuits have mostly failed, the present and future is becoming more about Big Data than Shiny Hardware, and Android has become "good enough" for most people. iOS by comparison looks and feels very last-decade. Smaller factors include Apple taking their eye off the Mac pro market, and increased competition in the music space from streaming services like Spotify.
I think Ive can help turn things around on the OS front, but how long will that take? The bigger question is, when will Apple get serious about data services? When will they fix iCloud, when will they start putting heavy R&D into data like mapping, geolocation, Siri advancements, etc? The current Apple looks to be treading water.