A lot of the advice in here is very short-sighted. We can’t forget that this is happening to the smartphone market as a whole, not just Apple. It’s a result of smartphones maturing as a market. Samsung faced significantly lower sales than expectedly on their Galaxy S9s.
Also, this:
People also seem to not be realizing iRutherford’s point. Marketing 101: Discounts might work in the short-term, but they ruin your brand image, can ruin customer loyalty, and make things worse for the business in the long-run. And again, imagine the outrage from huge Apple loyalists who bought the devices already for full price.
Let me also mention that the Galaxy Note 9 was released at $1000 and went up to $1250. The Google Pixel 3 starts at $800 and the Pixel XL starts at $900. Apple isn’t the only one that has high smartphone prices.
It’d be stupid and would hurt Apple in the long run to lower prices now. The entire smartphone market is facing decreased demand, not just Apple.