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Comments
Actually you can look at it as a roundabout way of admitting the truth - that the individual sales numbers of certain of their key products are leveling off or declining and they don't expect it to be a short term blip.
It doesn't mean they won't still be selling lots of them. It means they don't want investors obsessing over and, even worse, publicizing a negative trend that in itself isn't terribly surprising in a maturing market. Predictable downward trends in a mature market don't fit their desire to portray themselves as innovative trend setters. They want to talk about what's new.
This strategy of selling overpriced products to trick investors into thinking the industry is still growing is the vision of one man: Tim Cook. He comes from the sales department in Apple and he doesn't care a bit about innovation and consumer friendliness. As it happens, Jobs foretold this years ago in an interview:
Nice points. Another nice series of documentaries by BBC from years ago