As the Worldwide Developers Conference (WWDC) begins, journalist Josh White claims Apple are "losing the battle for new customers".
Apple usually uses the conference, which runs from 13 to 17 June, to make big announcements about their products. This year they've given presentations on the Apple Watch, MacBook operating systems, and updates to iMessage.
White however, doesn't really see the announcements as very innovative.
"All this talk about iMessage so far has been catching up on what other messaging apps do," he told Jonny Gould and Ash. "They got so caught up in the Apple bubble, they lost site of what the competitors are doing.
"The Chinese industry is where Apple will really find its foe. They are losing the battle for new customers, they've just got their fanbase now, they're not winning new hearts and minds any more."
The technology expert also commented on the new additions to the Apple watch.
"You can now write on your watch to message your friends, which I think is ridiculous. It's bizzare, it's hard enough to write on a phone.
"They've got an SOS, that means if you need an emergency service quickly, it'll call the emergency sevices no matter which country you're in. It will be quite successful if they market it correctly."
It's common for many technology companies to buy others, but White believes after they bought headphone and music streaming company Beats, they are unlikely to do it again.
"They're big, expensive, ridiculously overpriced headphones, and that was a great gateway into audio for them, but it's just not Apple's way."