Motorola - once they were Kings!
Now, the just want to sell to the Chinese!
Every company, society, civilization rises and falls it is cyclical in nature. The question is the duration. Apple knows that the iPhone has reached market peak and saturation, what else can you really do with a rectangular piece of glass and metal. Make it bend, fold, etc. This is the reason Apple staggers/prolongs technology implementation. Basically their milk technology as long as they can. Apple calls it refining and bling followers eat it up. Ask yourself how long did Qi take to incorporate into the iPhone, since their claim to be waiting for refinements, why not include the faster 15W Qi charging standard vice using the slower standard.
Hence Apple is diversifying into services, AR/VR, automotive, etc. Their are trying to sustain or boost the momentum.