Exactly. People will always bring up the iPhone’s high price, but guess what, other manufacturers have flagships too, around the same price point and they are selling well.
The iPhone feels less and less exciting every year, they cannot compete with software either, iOS keeps coming short in stability and features.
In a recent trip to Europe I could see I was among the minority owning an iPhone. When exchanging contact information with colleagues very few pulled out an Apple device, and this is by choice, these are people who can afford it.