Apple 'will kill off the iPhone X this summer' in the wake of poor sales

Apple’s iPhone X

When the world tuned in to the launch of Apple’s glamorous, hi-tech iPhone X, jaws dropped at the price of the device – which retails at £999 in Britain.

But in the wake of poor sales, Apple is set to retire the device later this year, an analyst with a long track record of accurate Apple predictions has suggested.

KGI Securities analyst Ming-Chi Kuo says that a lack of interest in China is the main reason – with consumers put off by the ‘notch’ in the screen.

Kuo says that Apple will not keep the current iPhone X in its line-up next year for a reduced price, but will instead introduce two new models.


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Kuo’s research note says, ‘iPhone X would hurt product brand value & lineup of 2H18 new models if it continues to sell at a lower price after 2H18 new models launch.

Queue for the iPhone X launch at Regents Street’s Apple Store

‘Lowering iPhone X’s price after the 2H18 new models launch would be a negative to product brand value given 3D sensing and OLED display are features of the new high-price model.

The first customer getting his new iPhone X smartphone is being interviewed in front of an Apple store in Hangzhou city

‘Additionally, to sell iPhone X at a lower price may have a negative impact on shipments of the new 6.1″ LCD iPhone in 2H18. Thus, we estimate iPhone X will reach end-of-life (EOL) around the middle of 2018.’

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