Because the market contracted and stopped buying the "others"? I should note that Apple sold less than over 3 million units YoY, or over 22% less from 2017, despite Single's Day, Christmas, and the first quarter of new models, iPhone XR, XS and XS Max, which is supposedly the best buying season of the year. Next successive quarters these new models become less new. Its like a movie, you get the best sales out of the gate, and then goes lower as time goes on. This means that iPhone sales are going to get lower from this point, unless Apple has to eat the bullet and start cutting prices drastically. Furthermore, new models are coming out from the Chinese field, including the much rumored Huawei P30, the Xiaomi folding phone, and the recently shown Meizu Zero. I also wonder what happened to Xiaomi to have also lost so much sales YoY.