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Apple slices iPhone X production targets after sales slowdown

Slowing sales of the iPhone X has prompted Apple to half the production target for its £999 flagship phone.

Cupertino did have a target of 40 million iPhone X unit to produce in a three-month period starting from January, reported Asian Review, but it notified its suppliers of part for the phone that the target is being slashed.

Apple’s move was prompted by lower than expected sales of the iPhone X during the Christmas period is its main US, China an Europe markets.

While we gave the iPhone X a high 4.5 out of 5 stars, praising it for its OLED display, boosted camera, and news design, we did note that the price is very high and there’s a lack of software optimisation to cope with the display notch.

As such, these factors could have put some iPhone fans off from buying the iPhone X. Furthermore, the iPhone 8 was also released a little ahead of the iPhone X, which may have seen impatient Apple fans and those on upgrade schemes snap up the cheaper iPhone, which still offers a solid if a little dated iOS smartphone.

Interestingly, cutting back on iPhone X production will have an affect on Apple’s main phone rival Samsung, which produces the OLED displays for the iPhone X. Other parts suppliers like Sony will also likely suffer a set back from Cupertino’s production culling.

Apple will still stick with a production target of 30 million units for the iPhone 8 and iPhone 8 Plus, which would suggest there’s still some appetite for the lower-priced iPhones.

We don’t expect to see the iPhone X disappear yet, but the less that stellar sales for Apple would suggest it needs to build upon the iPhone X’s design a little more to come out punching in the mobile world this year.

Related: Samsung Galaxy S9 release

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