Well besides the obvious about the decline in phone sales I think the primary reasons is Apple&#x27;s steadfast refusal to get in lower margin markets. Sorry, but a four hundred dollar phone is still not cheap enough especially when you consider the monthly usage fees following the purchase.<p>Then we see tablets and all Apple has done is release newer models with higher price points and worse more expensive add ons.<p>Finally, their cheapest desktop is eleven hundred and cheapest laptop is nine hundred for a low powered system, the first realistic laptops start at thirteen hundred. No I don&#x27;t really count the Mac Mini because it never seems to register on people&#x27;s radar and by the time you add on the monitor and such its up close to eight and nine hundred.<p>I won&#x27;t even touch that Watch, its price or the silliness of that is the price of just the bands.<p>Apple&#x27;s failure is that it won&#x27;t go low. They don&#x27;t have to go rock bottom but they damn well need to push &quot;LE&quot; models or the like. Redo the first Air with a few minor upgrades as the Air LE, 299...  get an iMac out for the public nearer seven hundred. Get the rest of the iMac line back into realistic pricing especially for SSD upgrades. Please update the Mac Pro, really how long are they going to ignore it?<p>tl;dr Apple simply priced them out of too many markets, either out of ignorance or arrogance.