That and I think they have hit the ceiling for the current technology. I thought that years ago. Companies are back to the age of audio equipment when I sold it just out of high school. When you have put everything (that people actually use) into a phone, what do you do for an encore? What do you do to get people to want to buy/upgrade? Make them bigger, make them smaller, make them fold, make them brighter, make them darker, pretty soon they will run out of ways to sell them, and this isn't just an Apple issue, it's an industry issue. As for the desktop and laptop/notebook market, it's pretty much the same. If it wasn't for 'required by OS update' (cough) sales, people likely wouldn't be buying as much as they do.
An example of a company in the product doldrums is RoadID. Their product is needed in this world because so many people involved in accidents don't have ID on them, but how do you get people to buy a product they won't need unless they move or change a phone number. You introduce different colors. You aggressively market to your previous purchasers to buy other things. New bands, new 'attire'. They used to offer some really high quality road attire, bibs and jerseys, but dropped them, likely becasue they weren't very profitable, but I bought several of those. Good stuff. I'd really hate for them to go out of business and hope they can survive. I'm sure the pandemic took a huge bite out of their operations. (Maybe they should introduce a military/police version?)
The 14 being somewhat of a dud was predictable. How can you take a commodity product and make it 'better', and entice people other than the 'have to have the latest' to buy when the economy is being touted as 'near total collapse'. Even the Apple Watch, except the Ultra, was a 'minor update'. And people generally saying the M2 is evolutionary rather than revolutionary, people are being inundated with *YAWN*...
Wow, and this post is long...
Basically, how much glitter does Apple need to pour into a product to get it to sell. Especially when they have killed their 'power user' desk machines (the 27" iMacs). They seem to have shot themselves in the foot? Apparently more?