How will it ride out a difficult market? I'd put money on Apple continuing to attempt to convert feature-phone customers and a younger crowd with a lower-priced iPhone offering. It currently ticks that box with the iPhone SE which delivers the Apple experience for £220 less than the iPhone 7.
Can all technology companies just dial it down for a while, so we can gather ourselves? No new models, no new operating systems, no new features. I just need a break from all of this constant improvement. I'm exhausted with it all.