At 19, Swedish time, Apple introduced its new trio of phones called the Iphone 11. Attempts have been made to delay the launch of the new models , but once it did occur, the major changes were not speculated in advance.

Instead, it was the news that they were challenging streaming giants like Netflix and HBO with their own streaming service, Apple TV +, and the launch of a corresponding service for games, which was the biggest.

Race in the global market

As the pace of innovation has slowed down, interest in the new phones has also diminished.

In the global mobile market, Apple lost most during the second quarter of this year, according to IDC. They fell by 18.2 percent, or 7.5 million fewer Iphones compared to the same period last year, writes Computer Sweden. However, IDC notes that the company's exchange program is not included in the statistics for new sales.

When the US tech giant lost the match, Chinese Huawei won. They increased the most, by 8.3 percent, to a market share of 17.6 percent. However, most of the growth is found in their own country, writes Computer Sweden. One in the top list for the second quarter is South Korean Samsung, with 22.7 percent after a 5.5 percent increase.

The price is lowered in the US

However, something surprising during the recent release was that the price trend seems to have reversed. At least for the entry-level model that costs $ 699 in the US. In Sweden, however, the starting price is SEK 9,195, according to a press release from Apple.

Previously, the price tag for an Iphone has constantly increased and in Sweden the trend is clear. We buy fewer mobile phones and we keep the ones we bought longer, according to the analysis company IDC.

- A lot of price-driving functions have been added that have not been requested by consumers. Switching mobile has started to feel difficult and expensive, says Elias Nordling, reporter on the mobile.se site, to TT.