Analysts working for Citi Research sent a note to customers last week about a chart they created showing a declining interest each year in the latest iPhone models. The chart uses the number of Google search queries from consumers about certain iPhones just before and after their respective launch event to measure the interest of each one. Despite the downward trend, Citi Research still believes that the device can maintain unified annual unit growth for Apple, but the company says it is not looking for the start of a new super bike. Analysts cited a slowdown in innovation and saturation of iPhone in the main markets for the declining interest.
Although new features like Face ID, water resistance and edge-to-edge display are added, Citi Research says more innovation is seen four or five years ago when screen sizes increased and the camera was measurable improvement year after year. Google search results appeared before the release of newly developed models like the Apple iPhone 5 (which increased the screen to 4 inches from 3.5 inches) and the Apple iPhone 6 (which also resulted in two new screen sizes, 4.7 inches and the Plus model is 5 , 5 inches).