Keris Lahiff, writing for CNBC:

Fiercer competition and an inflated belief in its own products are among some of the challenges facing the world’s largest company, according to BK Asset Management’s Boris Schlossberg.

“I do think they’re in trouble. I think they’re making a huge mistake,” Schlossberg, managing director of FX strategy, told CNBC’s “Trading Nation” on Tuesday. “They’re basically betting on the fact that high expensive products can be sold at this point and it’s clearly becoming evident that everybody has caught up to them in the marketplace.”

Schlossberg’s concerns over Apple pricing resurfaced ahead of the launch of its Siri-connected artificial-intelligence home device, the HomePod. With a $349 price tag, its latest product is far more expensive than its major competitors, including Amazon’s Alexa-equipped Echo or Google’s Home Mini.

“Nobody is going to buy it at the price that they’re putting it out right now because the functionality of those products is just nowhere near as great as it needs to be relative to the price difference,” said Schlossberg.