True
Apple is coming up against a singularity problem, imo. Android too -- You can get a really good phone these days for virtually no money, and it's getting harder and harder to explain why you should be springing for the premium phone.
Compare for example this year's moto g to this year's flagship phones. Quarter of the price, and they're both decent phones. The technology just reached a point where different price points and "levels of technology" are effectively the same for most people's purposes.
THIS. As a matter of fact, flagship phones have basically the same battery capacity as midrange phones, giving them far worse battery life, so next time I'll probably get a midrange phone instead of a flagship phone (My current phone is a Samsung Galaxy S10e, which I consider to be a flagship phone).