Problems started before launch of IPhone 5 when it became obvious that IPhone maps are not good - market did not like this Apple vs. Google war. Then there was not very successful launch Ipad mini - it was way too expensive to become killer-product. Apple fired few top managers becaus of this drawback - also not a good sign. Finally, Microsoft 'cope' Apple format for retail stores and launched Windows 8 with more revolutional design then Apple products have.
I was personally disappointed with absence of NFC chip in IPhone 5. Apple mossed good opportunity to enter NFC payments market, while Android is already there.
Apple is loosing their edge.