Isn't pretty obvious the reason is people are saying enough is enough, the new iPhones are not good value and even loyal fans are not upgrading, even the ones that can afford are saying no, and then you have people that just don't have that kind of money for a phone that really has nothing that a 4-5 hundred phone can't do, the Xs are aimed at the well off now, really it's a big middle finger up to the average person the helped apple become a trillion dollar company isn't it, With a good while now apple has been too greedy with there clever ways of trying get more money from the customer, no fast charger/dongle and pushing people to the 256gb storage, they come on stage with the "isn't that great, isn't that remarkable, this is breakthrough " but the rest of the year they are around a desk trying to figure out how to screw you for more.