The year 2017 was supposed to be the year of the iPhone. On the tenth anniversary of the original iPhone, everybody expected the next generation of iPhones to redefine the smartphone as we know it, and put Apple Inc. (NASDAQ:AAPL) firmly back on top of the smartphone industry. There was an overwhelming sense of excitement over what Apple would come up with it, with many predicting an iPhone ‘super-cycle‘ that would shatter previous sale records. Fast forward to February of 2018, and there are already reports emerging about the imminent demise of the iPhone X, Apple’s premier flagship device. In what could be considered one of the biggest disappointments of the year, the landmark tenth-anniversary edition of the iPhone has failed to stamp its authority in the smartphone market.
While the underwhelming performance of the iPhone X is in itself a disappointment for Apple, the more worrying issue is that it is a part of larger pattern of stagnation and deterioration that seems to have permeated the company. iPhone sales have been either been gradually falling or stagnating for several quarters now. It seems as if Apple has hit a ceiling of sorts when it comes to iPhone sales.
It leads us to many questions:
- What factors have arrested the once in-suppressible growth enjoyed by the world’s most iconic smartphone?
- Would Apple really consider killing its landmark tenth anniversary iPhone?
- If so, why? And what does it mean for Apple going forward? Let us have a look.