Well, let's hypothetically say, Apple does nothing, and lets then speculate Apple retains cost of iPhone Xi the same, do you really think this is going to help generate revenue. Apple has to make changes and I really think something will change this September 2019. Let's discuss then....
Apple may change and Apple may do something, but Apple has a VERY, VERY long way to go before they are in danger of being Sears.
Apple will have to go through at least a decade or more of consistently bad management that strips away the value and resources of the company while pursuing money losing ideas. At the same time they will need to cause their employees to hate them and never want to work for them. They will need to cause those employees to stab their fellow coworkers in the back for gain but at the same time make everyone fear for their jobs.
Just how long do you think Apple will have before it's investors stop all that?
Friggin take a look at Sprint as another example. Merger not withstanding, 12 years after a bad investment, bleeding cash every year and guess what? Sprint is still in business.
Apple is in zero danger of going out of business tomorrow because of one quarter of off-sales. They don't need to nothing.
It does amaze me that Apple didn’t see this slow down in sales coming. But I suppose just in time production has limits.
