While most of the world owns an iPhone, not everyone is always completely happy with the model they've got - especially after Apple admitted that iPhone battery life does, indeed, get worse over time (it's something to do with reducing power to stop the device from just shutting down, BTW, but you can read more about all that here).
Well, now Apple has suffered another blow, having fallen in value by $446 billion - more than the entire worth of Facebook - in just three months.
Since Apple peaked at $232.07 a share on 3 October, in turn giving it a market cap of $1.16 trillion, it has now dropped to $142.19 - which has slashed its value.
According to CNBC, the $446 billion loss is worth more than the size of Facebook ($382bn), Wells Fargo ($221bn), McDonald's ($135bn), Costco ($89bn) and Ford ($30.9bn).
Business Insider also reports the value is more than the GDP of countries including Iran, Austria and Norway.
Analysts have blamed Apple's pricing for contributing to the drop, which is something that consumers have also often criticsed the company for.
Goldman Sachs said Apple had 'miscalculated the price/feature balance' on its new $750 iPhone XR, arguing that the company has lost its ability to charge such premium prices.
"Apple's success with iPhone X demand this summer and then a relatively healthy start to the XS cycle this fall suggested to us that pricing power was still intact," Goldman Sachs said in a statement.
"However, the laboratory of the market now points to Apple being at the limit of their price premium for the iPhone.
"In our experience with mobile phones, when pricing power is lost, consumer technology companies tend to either lose margins or market share or both."
In a letter to investors, Apple CEO Tim Cook wrote: "Today we are revising our guidance for Apple's fiscal 2019 first quarter, which ended on December 29.
"Our revenue will be lower than our original guidance for the quarter, with other items remaining broadly in line with our guidance.
"While it will be a number of weeks before we complete and report our final results, we wanted to get some preliminary information to you now.
"Our final results may differ somewhat from these preliminary estimates."
Apple CEO Tim Cook. Credit: PA
Cook blamed the company's poor performance for the quarter on 'fewer' people getting iPhone upgrades. He also said China's rocky smartphone market had been an issue.
"As the climate of mounting uncertainty weighed on financial markets, the effects appeared to reach consumers as well, with traffic to our retail stores and our channel partners in China declining as the quarter progressed," he continued.
"And market data has shown that the contraction in Greater China's smartphone market has been particularly sharp."
Patrick Moorhead, an analyst at Moor Insights, said he was 'not surprised' by the news, but also admitted he wasn't concerned.
Cook blamed poor performance for the quarter on 'fewer' iPhone upgrades. Credit: PA
"Apple's challenge is very simple - to keep its meteoric growth going it either needs to drive more iPhones at an acceptable profit level, raise prices on the same or less iPhone units, or grow new product or service categories that more than fills the lack of iPhone profit growth dollars," Moorhead said.
"iPhone units are likely down and I believe prices on the more premium, higher priced phones are down due to holiday discounting.
"The company is growing its services and 'other' categories, just not enough to drive overall revenue growth."
He added: "I am not concerned for the company, but it's likely investors will not see the company value it was at until it can see a likely path to double-digit revenue growth."
Featured Image Credit: PA