When it involves Apple, up is down and down is up. For a while now, analysts and tech pundits have demonstrated an uncanny capability to view encouraging information in regards to the firm by way of a pessimistic lens. What’s extra, it stays mind-boggling that these identical folks — who’re tasked with retaining a more in-depth eye on Apple than anybody else — repeatedly look over essential metrics whereas issuing reviews that lack even a semblance of nuance or related context. Nowhere was this dynamic extra obvious than within the investor backlash Apple obtained after not too long ago asserting it could not launch quarterly unit gross sales for the iPhone, the Mac, and the iPad.

Many analysts rapidly proclaimed that Apple had one thing to cover with respect to iPhone gross sales, by no means thoughts the truth that Apple’s technique right here isn’t any completely different from any variety of rivals who maintain such data confidential. Still, many considered Apple’s resolution as an indication that the corporate is uncertain in regards to the future success of its iconic smartphone. After all, the reasoning went, if Apple was assured iPhone gross sales had been poised to extend, wouldn’t it make these figures public? The query, nevertheless, is itself deceptive and utterly glances over the truth that Apple has been doing precisely what analysts and trade observers have been demanding for years: making ready for a world with out enormous iPhone refresh cycles.

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For years, pundits have exclaimed that we’ve reached peak iPhone. If something, the sentiment has virtually develop into one thing of a working joke at this level. For years, we’ve been inundated with reviews claiming that the iPhone has nowhere to go however down. Now is it attainable that in 2018, we’ve in the end reached peak iPhone? Sure, however making such sweeping declarations with out even seeing how Apple’s 2018 iPhone lineup does throughout the busy vacation purchasing season appears patently absurd. It additionally appears short-sighted given the approaching roll out of 5G iPhones within the not-too-distant future.

But let’s assume for the sake of argument that the iPhone has, in actual fact, peaked. Should this be an enormous trigger for concern when Apple has proven an unequalled adeptness at growing profitability even within the face of stagnant iPhone gross sales…

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