Recent news suggests, Apple’s sales & revenue aren’t the same. & They will not remain the same. Apple can say anything as a counter, the truth is out. Apple isn’t actually declining right now, it’s just not growing anymore. Which is an pretty alarming situation for a consumer electronics company. They can blame China or any other such emerging markets. As a brand they are allowed to.

Furthermore let’s dig in..

Whenever i hear or see such pleas in their press releases by any brand. It just screams a cover up. Let em count one by one right now. It took only 4 years for Samsung to be the biggest smartphone brand to less than 1% market share in China. Apple now blaming trade war between China-USA & lower iPhones sale in China for it’s poor stock price. They even went further projecting a lesser revenue growth for first quarter of 2019. CEO Tim Cook wrote a nice letter to all investors. This is just a start of a burn. Being such a big cash-cow, they have enough resources to burn.

When you are a consumer electronics brand, you can’t slap your premium over the consumer always. Apple’s 67% revenue is generated from IPhone sales. I don’t know how they will do it. In case Apple really wants to survive as a brand of this century, they need to come up with the SE line up as they left. They badly need that one sub 4-500 dollar product in their catalogue once again. That’s the only thing, which will allow them to hover again towards that new growth chart in terms of acquiring new customers to the Apple-ecosystem.

Problems are many. Strategies need to be figured out as the time remains key.

What’s actually affecting Apple is something called innovation!! Actually lack of innovation. There is no such notable difference between it’s previous generation iPhones to current ones since iPhone 5S. If you are using iOS 12 in a iPhone SE or iPhone XS, there is hardly much to discuss about the user experience between both. I may rather suggest touch ID over face ID, because that works bang on each time. They launched iOS 13 just before a day & now there is a list of unsupported Apple products including the same amount of unhappy customers with outdated devices in their hand who will not receive the latest software update. They have to deal with tons of electronic waste under their recycling program. I just hope all works for the better.

I don’t have any love or hate towards APPLE as a brand, I am just saying everything from a investor’s point of view.