It's with using cost to give the impression of a luxury brand. You're selling desktop machines and mobile phones, not luxury items.Only thing Apple is falling behind is OLED Display.
Problem for Apple in switching to OLED is there is no manufacturing capacity available to make enough OLED displays.
Unlike other companies Apple makes 2 models & sells a lot of them, Samsung is using OLED display only in few models not all the models they make.
All other hardware Apple is still ahead of their competition.
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Is the concern with cost or innovation ?
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I can see I cant win from your user name. However nothing I posted is incorrect.********.
1. There will still be the non 8/Anniversary phones.
2. The iMac Pro is a niche market product. But it's powerful and some people will like it in an all-in-one enclosure.
3. The HomePod is NOT an amazon competitor. It's a good speaker that will have Amazon Echo capabilities. We don't even have any details on the product.
See the trend here (cough, cough, cough).