you can buy a new Nokia 2.2 android phone for $100 on Amazon. it works perfectly for 99% of what you might ever need to do. phones are now at the point where PCs were in 2010--commoditized and at a technical peak. so there is no longer a compelling reason for the average person to buy the newest most expensive model every year. Apple should be dying. maybe it's delayed and we'll see Apple's first decline in revenue in 2-3 years.