Apple Is Thinking Long-Term

iPhones sales are down 15 percent year-over-year for several factors — including slower sales in China, slower upgrade rates in other regions, battery replacements, and lack of subsidies. But Apple said it’s planning for the long-term.

Part of that is continuing to control the things that it can — and not just wait for “macroeconomic factors” to come and go.

“We don’t measure our success in 90-day increments,” Cook said, adding that Apple will continue to focus on three long-term solutions: loyal and satisfied customers, a growing active user base (which ties into Services), and a deeply ingrained culture of innovation.