Apple is in decline and their interface now looks dated. They are getting killed in the "phablet" market which is growing, particularly in the overseas market. Samsung is taking that market.
Apple has always been a company that took existing ideas and made them better. They were not the first company to create smart phones, not the first for portable audio player, not the first for tablets, etc. They simply did things better than the existing market. Now they ARE the existing market, and the latest releases of their hardware and IOS don't show much new innovation.
I see them continuing to lose market share to cheaper, better offerings. Why would anyone buy a Macbook air when you can get a Samsung chromebook for $250? Why buy a phone AND a tablet when you can get a Samsung phablet for a price far below the price of two devices? Etc...