Wouldn't surprise me if this is 'peak Apple' we are seeing. I don't see it dropping off the face of the earth but there is definitely a steady slow slide down. You cannot price your entire lineup at such levels and expect continued consumer interest and spending.
They make some great products but they're starting to be really overpriced.
Again when your top new smartphone goes from being around £650 (iPhone 6S) to £999 (iPhone X) you either have to be producing the greatest thing since sliced bread or your sales are going to take a hit. Again i understand Apple isn't chasing volumes like Android makers do, but even still, when you have wealthy guys who are tech enthusiasts like myself going eh, I'll pass this year yet again then maybe its time to start question if Time Cook is the guy to be leading Apple.
Not too mention, just ignoring much of your multi-billion dollar Mac lineup as if you want people to stop buying it is just not on.
Confused bloated line up, neglected product lines, bizarre purchases (Carpool Karaoke, Beats). AirPods have been the only real thing I'll call great innovation under Cook's leadership. He's a dull, visionless bean counter (which is fine for a CFO), Apple needs someone like Musk, an ideas guy.
Just imagine Apple's resources and management with Musk's ideas. Now that is a combination guaranteed to change things.