If it is comforting for the company, many of their Chinese competitors were in the same boat. Huawei's phone shipments increased 23.3 percent, but Xiaomi and other big names saw their units as well. Even sister companies Oppo and Vivo, which have been historically strong, barely improved their numbers. Handset such as Finn X and NEX S couldn't overcome financial headaches, then.
It's not certain how Apple can transform things in the near future. The company's Tim Cook gave tips on adjusting prices for some countries, but slightly lower costs will still make the iPhone expensive compared to many offers from Chinese competitors ̵