Apple Warns iPhones Have A Serious Problem

The leaks were right. Despite Apple AAPL +4.36%’s plans to redesign the iPhone and introduce ingenious camera technology, the company now admitted its current range has a serious problem… 

In an official statement, Apple CEO Tim Cook warned investors that sales of the company’s iPhones are significantly down on even its lowest estimates. It’s a decimation. The problems are numerous and what we know about the future reveals there’s no easy fix coming any time soon.

Cook pins the blame on everything from macroeconomic challenges “in some markets” (China has since taken most of the blame) and carrier subsidies to the US dollar, launching too many products and Apple’s own battery replacement program.

On top of this, Bloomberg’s Mark Gurman has today revealed Cook will hold an “all-hands meeting” with staff to get to the bottom of Apple’s iPhone slump. Yet the reality of all this, despite Cook’s protestations, is many of these problems are self-inflicted.

And that’s a hard pill to swallow.

Simply put, Apple under Cook has essentially delivered just two new iPhone designs in eight years: the iPhone 6 (which looked identical across four generations) and the iPhone X (which will look identical until 2020). Around them, you have the iPhone 5 which simply stretched the iPhone 4 and 4S design introduced under Jobs by 0.5-inches and the Plus/Max/XR models which enlarge iPhone 6 and iPhone X designs.
Source: https://www.forbes.com

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