The headline is pure PR nonsense. People are not buying the phones, because Apple got too greedy and finally pushed the prices too high.
Here in Norway, we've seen multiple price hikes over the last 10 years or so. Apple products went from being fairly reasonably priced and accessible, to becoming overly expensive. I've basically stopped upgrading my Apple stuff, to get the latest and best performance, and now keep my Apple products as long as I can.
Apple obviously thinks that people will still buy their stuff, even when overpriced - WRONG.
For every price hike the excuse is the same "weak currencies in Europe" or "strong US dollar". However, every time the currencies balance out, Apple never lowers the price again. Instead, they keep increasing the prices again and again.
I'm so close to being done with Apple at this point.