No, Apple products are still very desirable and will continue to be for some time to come. However, this could be another sign that Apple may have lost a little leverage in a maturing market with increasing competition (as ineffective as that competition may be in the eyes of some).
Are you talking about competition between different stores? Or competition between other brands of phones?
A person sees the iPhone 5C on sale at Walmart... and they want that same price at the Apple Store.
The point is... they were always interested in the iPhone 5C... not another phone. That's a point in Apple's favor!