Apple's CEO Tim Cook doesn't see the high-end smartphone market as saturated yet
In the quarterly earnings call after Apple's financial results announcement, CEO Tim Cook took to answer various analyst questions, and a pretty telling quote slip from him then.
Apparently he doesn't think “that the higher end, if you will, of the smartphone market is at its peak. I don’t believe that but we will see and we will report our result as we go along." Apple's iPhone sales of 22 million are certainly impressive for a flagship phone about to be replaced soon, and lend credence to Tim Cook's views about the current market situation.
Still, that doesn't stop the company from planning about the upcoming midrange market share war, judging from the eventual launch of a budget iPhone model that is expected in the fall. This way Apple will have covered all but the most entry level of price points, and the eventual saturation and flagship fatigue will be offset by a burgeoning midrange market that is growing in leaps and bounds.