Apple reportedly plans to halve the production of its iPhone X as winter comes to a close, signaling weak demand for the pricey, decked-out device. “They always do this when things aren’t selling well,” a person familiar with the supply chain told The Wall Street Journal. “It’s a real headache.”
In the three-month period ending March 31, 2018, Apple will reportedly make just 20 million iPhone X devices, down from the 40 million that were planned. Other people say the cut in production is even greater, closer to 60 percent. Apple will offer its first report on the iPhone X sales for the quarter that ended in December on Thursday.
Overall, the iPhone X rollout has been less than dazzling for the company due to manufacturing troubles, lackluster reviews, as well as a consumer base that isn’t thrilled about the $1,000 price tag. “Consumers are not stupid,” said Taiwan-based analyst Kylie Huang. “People love Apple but they still have limitations.”