Earlier quoted context omitted.
Yes. Units sold is down across the market and Apple is no exception, but Apple’s revenue is at record highs.
Okay, thanks. So in the end, when a consumer wants to replace his iphone 6s that is finally too much out of date he'll have to pay more than if everyone (him included) had bought the iphone that came after the iphone 6s, right ? So basically selling a product that last too long is a problem for Apple (who has to report to shareholders why revenue is growing less than before) and the consumers (who pays basically more…
So it's very difficult for Apple to find more customers (just Android switchers, mostly), so they raise prices for their existing customers instead.