You are comparing two different markets. The smartphone market and the dumbphone market. The iPhone has outsold
all Samsung smartphones
combined. In the smartphone market, the iPhone is undisputedly on top, with last quarter representing the peak of all iPhone sales ever.
In all measurable ways, from profit, to sales, to ecosystem...etc, the iPhone is on top.
The article you posted is notable, because it combines the two markets, and finds the iPhone is
still on top. it is the first time a smartphone has outsold all dumbphones from the largest dumbphone maker. It is not expected for a $650 smartphone to outsell dumbphones that go as low as $9.99 (unsubsidized).
This is like asking what does Ferrari need to do to outsell Toyota (but waiting until they actually
are outselling Toyota to ask the question)
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The entire premise of this thread is about:
"what Apple has to do with the next iPhone to get back to the top?"
This premise is invalid. Even if iPhone 5 sales were slowing (and you have shown no source to collaborate this claim), the premise would still be invalid.