Apple's history has been very up and down, their computers were bested by PC's and Microsoft and after years of twiddling their thumbs they turned to MP3 players and mobile phones and Apple iphones were great but now the wheel has turned and they have nobody to blame but their own greed.
You could sense the worm turning with the decision to remove the headphone socket on the iphone 7 but to make up Apple would flog you a set of compatible Bluetooth headphones for £200 and it is just a happy coincidence that Apple owns the number one selling Bluetooth headphone company, Beats.
Now are are up to version 10 of the iphone, cost £1000, and with sales tanking Apple are rethinking their approach of milking the iphone users and have stopped producing new iphone 10's as they have a massive backlog of unsold units.
Taiwan Semiconductor Manufacturing, or TSMC, the world's largest semiconductor foundry company, are not happy as they now have an abundance of unused and useless Apple chips sat in their factory.
Apple seemed to bank on consumers being willing to pay £1000 for something a great deal better than a high end device by other manufacturers.
'The simple problem with X is that it is too expensive. Consumers are turning their backs on high-priced smartphones' said the head of TSCM and throw in the revelation that Apple were deliberately slowing down ageing devices all means that Apple are in for a bumpy time and could be forced into producing cheaper new iPhones.
Before anyone starts to feel sympathy for Apple, according to an analysis by research firm IHS Markit, the parts for the £1000 iphone 10 costs £264 which means that Apple have been making monster profits on their devices for years so the shareholders won't be begging for change or going short for a while yet.