Apple reportedly resumes production of the iPhone X as iPhone XS/XS Max sales lag

Apple reportedly resumes production of the iPhone X as iPhone XS/XS Max sales lag
When Apple introduced its 2018 iPhone lineup back in September, it announced that the Apple iPhone X would no longer be sold in stores. That made sense because the new iPhone XS would have everything that the iPhone X has, but with upgraded hardware and software. And those looking to save a few bucks could purchase the iPhone XR. But as it turns out, sales of both the iPhone XS and iPhone XS Max are trailing behind Apple's estimates. According to today's Wall Street Journal, this has led Apple to resume production of 2017's iPhone X.

With the weaker than expected demand for the iPhone XS and iPhone XS Max, Apple will apparently fall shot of fulfilling its contract with Samsung to purchase a certain number of OLED panels for these two models. Instead of spending the money necessary to produce more units of the 2018 phones that are just not selling well, it appears that Apple is meeting its contractual obligation with Samsung by restarting production of the iPhone X. The latter is cheaper for Apple to manufacture, and could be sold at an enticing price that will still bring the company a decent profit. Apple and Samsung have not commented on the report.

It would appear that Apple's 2018 models are meeting resistance from consumers. Earlier this month, Longbow Research said that Apple was cutting orders by 20% to 30% for the iPhone XS, iPhone XS Max and iPhone XR. On the other hand, the firm said that Apple was supposedly increasing orders for last year's iPhone 8 and iPhone 8 Plus. Today's Wall Street Journal also noted that the iPhone 8 is the most popular smartphone in Japan where it accounted for more than 20% of smartphone sales from October 26th through November 20th. The iPhone XR was next with approximately 13% of smartphone sales in the country during the same period.

If this report is true, it still isn't clear when and where Apple would start offering the iPhone X again, and how the device would be priced.

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59 Comments

1. Stormrider

Posts: 68; Member since: Aug 30, 2016

Hopefully this will make Apple and friends realize that people aren't willing to pay a fortune for smartphones that offer nothing new.

8. NateDiaz

Posts: 1090; Member since: Mar 03, 2018

It literally costs the same as XS and no matter how they reduce it's price, won't cost less than XR so your argument is invalid.

12. sissy246

Posts: 7124; Member since: Mar 04, 2015

It cost the same last year, it will be cheaper now. The X may not cost less then the XR but its better then the XR and wont be much more and less the the XS. XR is $750 so even if the X is $800 you are getting a lot better phone for $50 more.

15. Subie

Posts: 2395; Member since: Aug 01, 2015

Sissy, I usually refrain from telling others whats better. Because better is subjective to each individuals wants/needs. The new XR sports the newer more powerfull 7nm SOC btw. So I'll speak for myself only and say that aside from the nice oled screen on the X, I'd prefer the XR with the extra "horsepower".

39. iushnt

Posts: 3126; Member since: Feb 06, 2013

@Subie, in real life you might not actually feel the difference between A11 and A12. However, u will instantly feel superior quality of the X’s display and camera. I guess I would have chosen X instead of XR.

42. Subie

Posts: 2395; Member since: Aug 01, 2015

@iushnt, yup to each their own.

70. strategic_developer

Posts: 1627; Member since: Jul 17, 2018

The X is better than the XR no matter if any feels otherwise. You need to wake up. There are things that are just better because it is better and isn't based on personal preference. $1M is better than $1. The X has a better display, better cameras and more over the XR.

16. NateDiaz

Posts: 1090; Member since: Mar 03, 2018

Your "a lot" is limited to better OLED screen only.

24. cncrim

Posts: 1588; Member since: Aug 15, 2011

That is exactly Apple want to you to think, and trick you to buy the X. However how just dont buy until the price must hit curtain point. Like XR $500 and 650 for iphone X. People need to talk with their wallet and let not Apple alone but all OEM know, our cold hard cash hard to come by, and all those CEO get pay way too much?

29. Phullofphil

Posts: 1823; Member since: Feb 10, 2009

I not only think this story is fake and untrue I believe until apple comes out with sales figures this is just propaganda by rivals or apple itself to increase its value after sales numbers come out. I have the max and doubt I will upgrade next year but I think this phone is a great upgrade. Phones have gone the way of the computer. The days of big upgrades are probably over except every now and then. These articles are coming out every year and there is no real proof that they are real last years doom and gloom articles were almost all wrong. Apple did just fine.

62. TheOracle1

Posts: 2340; Member since: May 04, 2015

Since Apple have stopped releasing sales figures your premise is false already. They'll release obscene profits and the sheep will all have a circle jerk. But that's only a result of a higher asp. It's unsustainable and Apple know it.

64. c.m.s

Posts: 239; Member since: Dec 10, 2017

If these stories are true then we will see that in the next report regardless if they show sales numbers or not because the result will be way below own Apples guidence for the quarter.

35. darkkjedii

Posts: 31331; Member since: Feb 05, 2011

Truth.

2. Vokilam

Posts: 1286; Member since: Mar 15, 2018

Reality catching up with Apple. About time.

77. strategic_developer

Posts: 1627; Member since: Jul 17, 2018

Surprise to see you say that.

3. cncrim

Posts: 1588; Member since: Aug 15, 2011

Typical Apple, why can they slash price on XS, not slash production. Since Steve Job gone Apple getting lazy to innovating, only thing they're good at copy old technology and rename it call it innovation, liquid display, cyclone, retina etc....

27. lyndon420

Posts: 6836; Member since: Jul 11, 2012

Cook gave them bigger screens after Jobs said 3.5" was as big as it was going to get.

30. Vokilam

Posts: 1286; Member since: Mar 15, 2018

He never said that!!!

44. worldpeace

Posts: 3135; Member since: Apr 15, 2016

"3.5" is the sweet spot", He said something similar with that.

55. Vokilam

Posts: 1286; Member since: Mar 15, 2018

He said it was perfect for one hand use - was he wrong?

57. limporgyuk

Posts: 371; Member since: Nov 06, 2013

Its perfect for teenage girls one hand use - the iphone target audience

56. _KIRA_

Posts: 108; Member since: Dec 25, 2013

He called phones with big screens "hummer phones" back then. keep in mind these "hummer phones" had like 4.3 inch screens

4. Plasticsh1t

Posts: 3109; Member since: Sep 01, 2014

Wake up call for Apple. Apple should realize not everyone is willing to pay1000+$ for a smartphone, especially the competition is fierce with all different OEMs.

31. Phullofphil

Posts: 1823; Member since: Feb 10, 2009

Most high end phones are $1000

45. worldpeace

Posts: 3135; Member since: Apr 15, 2016

But with much more features to offer. (Except Sony's $999 flagship)

78. strategic_developer

Posts: 1627; Member since: Jul 17, 2018

A heck of a lot more. The Note 8/S9/S9+ alone makes all the latest iPhones look severally overpriced and even though the majority won't buy another brand of phone in place of an iPhone. But they aren't buying the iPhone either. For me I will only buy Apple or Samsung. No other option for iOS. And I will never own another vanilla Android phone. And other Android options just suck. Prices never matter to me because i buy a phone every year and when i sell them i never get less than 60% it's original price. So i always get 2 phones in 2 years for the price of one. But the iPhone hasn't changed enough in the past 5 years to consider anything above an iPhone 7 or 8.

5. Valdomero

Posts: 698; Member since: Nov 13, 2012

Charging such a ridiculous price for a phone is something not many people are willing to pay. Remember Vertu? the luxury company went broke because almost no-one bought those mid-range phones at such a high price. Apple tries to diffirentiate from the other OEMS as a "unique, stylish brand", which they are in some extent, but they're not a luxury brand per se. The little thing that made them sink in sales this season was that the money they were asking for their phones couldn't stand strong against what they offer, there's no balance this year. The XS is almost the same as the X, just a teeny beety better, the XS Max is just a jumbo XS, and the XR... oh my goodness, that was the Achilles heel of 2018's lineup. Like Achilles, it has every checkmark on the departments of battery, performance, audio/video (hold on), connectivity (apple-wise), BUT the heel was the screen. That 720p screen althought it's indistinguishable from a certain distance, it was NOT nice from Apple to offer a 720p screen for $750. A month before launch was enough time to destroy the hype of the phone for many, as well as the pricing. I would rather have a 1080p screen with the A11 chip instead of the current build. The rest of the phone is fine, even the bezels. Also removing the X from the lineup proves that this 10th anniversary iPhone is a better value than this 2018 fiasco.

6. Valdomero

Posts: 698; Member since: Nov 13, 2012

Hope Apple realize we want more offerings than more MSRP on their phones.

7. kennybenny

Posts: 218; Member since: Apr 10, 2017

I guess Apple has a lesson to learn.... To keep the previous model and drop the price.... Not discontinue the previous model and release the newer and the so called "budget" model. Apple may have made a big mistake with the release date of the XR, delaying the release date about 6 weeks could've cost Apple millions maybe even billions. This strategy has backfired for Apple. If the XR were released the same month as the XS it could have been a success.....

33. strategic_developer

Posts: 1627; Member since: Jul 17, 2018

No. The XR, if anyone wanted it would have waited because if the lower price versus the other models. But after waiting, they ended up with a phone every reviewee is saying is bit worth the price. They could have dropped rhe iPhone X to $800 and gave it the A12 and gave it the same cameras as the XS. And that would have been better. But a $750 for 720p is a frikkin shame even for Apple. That would be like a car dealer charging you $4000 for ugly steel wheels vs alloy rims.

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