My experience is purely anecdotal, but it might be true in other places as well. I work at a non-tech company with about 500 employees that i see/pass by each day. I’ve worked here for almost 15 years.
When Iphones used to come out people were constantly talking about them, some were even obsessed. There were a ton of us that HAD to upgrade asap each year and it was like a little game to see who could get one first. I could name probably 40 or more people that would have the new phone by christmas. I remember when the 4 came out, i got it delivered a few hours early and walked in at like 7 am with it in my hand and was mobbed by people wanting to see/touch it. These were everyday consumers and how they viewed/purchased Apple products, not tech enthusiasts. Men/women everyone from the janitors to the upper management were enthralled by Apple and everything that they did.
Fast forward to last year there were only 2 of us that got the X. Nobody ever asked me about a single thing about the X since launch. When i brought it in the first day, no one gave a crap.
Xs came out, 0 that i know of got it or the max, including myself. First time since the 3g i not only didnt upgrade, but didnt care at all. The prices just dont make sense.
1 guy has gotten the Xr at work, but the Whole “gotta have it” Apple culture has significantly died down.
I was/am a huge fanboy. I wouldnt even look at cars that didnt offer carplay, i upgraded the macbook each year because i even saw value in those, and was willing to pay a premium. I also upgraded each year for the ipad pros and rebought all the overpriced accessories, first time i didnt even care again was this year. Not at $1900 + accessories. I guess they finally reached “enough is enough” with me.
Apple today reminds me of Sony and their greedy “you’re going to have to save for it” ridiculous PS3 price launch which almost cost them dearly with their fanbase until they owned up to their mistakes and reversed course before it was too late. I hope Apple hasn’t lost their way as well, but they have stopped getting my money for now.