Apple has lost market share since Amazon, Google, and others have entered the fray. There is no doubt that potential customers have purchased a less expensive alternative. Some are settling on a big phone -- that's why Apple is increasing screen size. The need to upgrade may be a little diminished as improvements have become incremental improvements and finally changes. The economy is not good. There is less disposable income. People may be delaying purchases. The iPad demographic skews older, so some former customers are...no longer in the market.
There's a lot going on.
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