https://phys.org/news/2019-01-apple.html

That is, until 2018, when consumers finally said, "enough's enough" and balked at the sky-high prices tags of $1,100 as a starting price for Apple's iPhone XS Max, the most expensive iPhone ever and $750 for the XR, the non-premium iPhone edition.

Apple CEO Tim Cook took the rare step of disclosing the lower sales in a warning to investors and the stock has tanked since. In the summer of 2018, Apple was the first company to be worth $1 trillion. Now its market cap is just over $700 billion.