Not a single reference to "Mac" in this article. Did Tim Cook really not mention the Mac at all during the conference call, or is this another typical MacRumors article in which we see 95% of published content discussing the iPhone?
Apple knows they're reaching a peak with iPhone sales, and they are now having to rely on the success of emerging markets to sustain the revenue growth (and the fact a decline in China has hurt their bottom line this badly shows us this).
Another factor, which Tim Cook has admitted, is that people are not upgrading as often as they have done previously. What he hasn't addressed is why that is the case. If you're upgrading from an iPhone 5s to an iPhone 7, it's a good upgrade – and this is from personal experience. But from an iPhone 6s to an iPhone XR... is it really a worthwhile upgrade? Apple's problem is the challenge of trying (and failing) to innovate every single year in a mature market. And other companies are facing similar challenges.
It might be possible to innovate once every two to three years in a mature smartphone market, but impatient stock holders don't like that because it means waiting years to see significant returns, if any.
And yet, we continue to see this company sell multiple iPhone variants with a significant amount of overlap. For an extra £100 - £150, I can get an iPhone 8 instead of an iPhone 7 with a newer ARM chip and Qi charging. And that's it. There is no significant difference! They should be discontinuing older hardware but they've chosen to go down the path of offering too much choice to try and compete at lower price points without affecting that juicy margin.
They still sell (either directly or through resellers), the iPhone SE, iPhone 6, iPhone 6 Plus, iPhone 6s, iPhone 7, iPhone 7 Plus, iPhone 8, iPhone 8 Plus, iPhone X, iPhone XR, iPhone XS and iPhone XS Max.
Does the management team at Apple realise how crazy this is? This is the very thing Steve Jobs had to stop Apple doing in the late 1990s – except it was with Macs, their biggest product category at the time.
Some of the leaders at Apple have been there under both Steve Jobs' and Tim Cooks' leadership. What's changed to make it acceptable to have 12 iPhone models still in production?