Apple's Biggest Problem Isn't China

Apple's most serious issue isn’t a slow-down in the Chinese economy or the US-China exchange war, which has been blamed for a big downward revision in sales.

Its most serious issue is taking consumers for granted at home and abroad.

At home, Apple expect that the iPhone is a unique product, in a regularly developing business sector, where buyers are prepared to pay ever more elevated costs for more up to date iPhone variants. That was positively evident 10 years prior, when Apple was the cell phone pioneer and service providers subsidized new smartphone purchases.

But, it isn't correct these days. While some Apple fans still find Apple products unique, there's a lot of competition from other cell phone creators.

Meanwhile, service providers no longer subsidize cell phone sales, as the cell phone market matures.

This change in the “context” - economic situations and conditions - has made it progressively troublesome for Apple to proceed with its old methodology: present new versions of its product and have customers pay more expensive rates for them. Hence, the warning of a slow-down in sales growth.

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