New iPhone 7

As September 7 approaches and the impending announcements from Apple, they are in an unprecedented situation. While the company doesn't give a whit about market share, they have been declining steeply.  For the first time in its short history, the iPhone sales are in decline. Why? What's going on? More importantly to the company, product, and investors, what will they announce in the 7 to reverse the trend?

I've said many times that Apple is the choice of people who are concerned about digital security and privacy. I've also said its the company for people who like an ecosphere of products that work together. But when push comes to shove, it appears most people want just a smart phone, and one that appears to be innovative. Never mind if the innovation is internal, or geared toward app developers. 

So the rumors that usually pan out say the 7 now removes the audio jack, has the same dimensions, but no real clues as to what's really new. The Apple Watch is also rumored to have an upgrade at the same time. But so far this hasn't impacted iPhone sales noticeably. 

So is Apple in trouble? Far from it. The Mac is still selling strongly, and even though down iPhone sales are good, and profits are good. But truly it is challenging to restore growth to their flagship product.