Has Appel's pricing hit the wall?

I commented on this story already this morning, but I find it so interested I need to do it again. Don't get me wrong here, I'm a fan of Apple, but I agree that the author of this article gets it exactly right; Apple has pushed the price to envelop too much. Their prices are now higher than what customer want to pay. It is funny because when we measure customers willingness-to-pay and use our algorithm to model revenue, there is always a point where a company can price high, have a smallish market share, but gain peak revenue or peak profits. Going above that point both revenue and profits drop very quickly. But this point also changes with time and is affected by competition and what we see now is the combination of two things; Apple has pushed the pricing too high at the same time as the point where highest revenue or profits are achieved has dropped (for reasons more competition, the political reality, and others), amplifying the issue. 

Will Apple reduce prices - I don't think so. It is not in their DNA. Instead, I predict that in September they will come out with "the best iPhone ever" at a much more affordable price than the currently available version. 

https://venturebeat.com/2019/01/03/if-tim-cooks-all-hands-meeting-doesnt-fix-apples-pricing-its-pointless/