Apple revises down its global sales revenue estimate to $83 billion due to subpar smartphone sales in China. Apple CEO Tim Cook points out the fact that he cannot blame external factors for selling fewer iPhones in the Christmas holiday quarter. However, Apple fails to acknowledge the real possibility that the new iPhone prices may be too high. Apple iPhone prices are about 5 times higher than the average non-iOS smartphones sold by HuaWei, Oppo, and Vivo. The high-end smartphone market may be fully mature with longer replacement cycles. This tech trend poses a major long-term challenge to Apple.

There are at least 3 solutions to weaker global demand for iPhones. First, Apple can broaden the scope of short-term programs for renting pricey iPhones. These rental programs can help transform high-end Apple iPhones into more affordable options. Second, Apple can consider introducing fresh media services in addition to Apple Music. Apple can apply the profitable business models of iTunes and App Store to real-time video streams, games, and several other entertainment outlets.  Third, Apple can take advantage of offshore cash repatriation to fund acquisitions of media service providers. These solutions accord with the current Apple business goal of growing media services to quadruple their sales and profits.