Over the many decades of its existence, Apple has faced a lot of challenges. There was the company’s battle against IBM early in the PC era, the seeming dominance of Windows during the 1990s, and even the worry that the company itself might cease to exist in the dark days of 1997.
Lately, though, it seems as though the challenge for Apple might simply be that it’s ahead of its own game. Rumors of slow iPhone XS and XR sales are hard to substantiate, with the company stepping back from providing information on how many smartphones it is selling. But it does seem clear that the amazing growth of previous years is leveling off somewhat, whether because the new phones are more expensive or haven’t wooed customers away from their current phones.