This Monday, Oct. 22, 2018, photo shows from left, the iPhone XS, iPhone XR, and the iPhone XS Max in New York. The XR falls between the top-of-the-line XS models in size, but is lower in price. (AP Photo/Richard Drew)
Apple Inc’s pivot to more aggressive marketing strategies hoping to boost sales of its flagship product may have revealed a larger issue for the iPhone developer.
The push for trade-in promotions, a tactic the tech giant has not had to heavily lean on in the past, is a sign that “things may be much worse than we think”, writes New Street Research’s Pierre Ferragu in a note. Apple shares have declined more than 18% since introducing the iPhone XR in late October.
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