Unyaka esiwuqedile ube ngunyaka wokuqala lapho i-Apple ibone khona ukuthi ukuthengiswa kwethuluzi layo eliyingqayizivele nokuthi kumele u-60% wemali engenayo yenkampani kwehle uma kuqhathaniswa neminyaka edlule, lapho isikhathi ngasinye lapho bethengisa amadivayisi enkampani, ngenxa yokufika kwamazwe amasha afana neChina, elinye lamazwe adonse kakhulu i-Apple band eminyakeni yamuva. Kepha uma isidingo sesizinzile, inkampani esekwe eCupertino ifuna ukugwema izinkinga ezifanayo ngonyaka owedlule ngama-iPhone 6s kusuka ekuqongeleleni isitoko futhi ikhethe ukunciphisa ukukhiqizwa kwe-iPhone 7.
Ekupheleni konyaka we-2015, i-Apple ayikunciphisanga ukukhiqizwa kwama-iPhone 6s yize konke kukhombe ekwehleni kwemakethe futhi inkampani yaqoqa inani elikhulu lesitoko, ngenxa yokwehla kokuthengisa. I-Apple ayifuni ukuthi kwenzeke okufanayo futhi nangaphambi kokuphela konyaka ithumele ukuxhumana okuningana kubakhiqizi bezingxenye ukunciphisa ukukhiqizwa kwamadivayisi abo ahamba phambili, njengoba sikwazile ukufunda eNikkei.
Kodwa-ke, ama-AirPods, abonakala enempumelelo enkulu emakethe, Yebo, babonile ukuthi ukukhiqizwa kwayo kudingeke ukuthi kwandiswe kanjani ukuze yanelise konke ukubhuka inkampani enakho kulawa mahedfoni angenantambo namuhla. Akuzona zonke izindaba ezingezinhle ku-Apple mayelana nokuthengisa, kepha kuyacaca ukuthi ama-AirPod ngeke ashiye izinzuzo ezifanayo nalezi ebezihamba i-iPhone 7. Kuze kube manje, i-Apple ilahlekelwe yithuba lokuthwebula abasebenzisi be-Galaxy Note 7, ngenxa yokushoda kwezinto ezintsha, ngokusho kwabahlaziyi abaningana. Kubukeka sengathi uma izinto zihambe kahle iSamsung nge-S7, i-terminal ebuye yathengiswa futhi njengoba indawo ephezulu yenkampani yaseKorea yayidayiswa, njengama-hotcakes.