yup totally agree with all that as well. Apple would have really hit a grand slam if they beat last years numbers. But they fell a little short in the raw unit numbers. Still doing phenomenal. It doesn't take a businessy business man to figure that out.
The point that's being missed is that 2017 wasn't a typical iPhone year. It represented a sea-change in strategy for Apple where they took their prices sky high at the same time the last vestige of "new every two" owners realized carriers ended all the subsidies for $0 and $99 iPhones that had been pushing faux growth for almost a decade.
"Last year's numbers" were achieved on iPhone's at an average retail of around $499 whereas this past holiday the average retail was likely around $899. That's like asking Kia dealerships nationwide to pivot and start selling BMW's as customers come through the door. It's a Herculean achievement. They'll be teaching this in business classes in universities around the world in future years.