Apple has brought back the iPhone X in an attempt to mitigate damage caused by poor iPhone Xs and Xs Max sales.
While Apple’s iPhones are typically solid money-makers, the iPhone Xs and Xs Max sales have fallen far short of the company’s expectations. The company’s value has already taken a significant hit from the fiasco so, in order to get sales back on track, it’s resuming production of the iPhone X.
According to a Wall Street Journal report, the iPhone X will be reintroduced as a cheaper alternative to the iPhone Xs but, presumably not as cheap as the iPhone XR. Since the device is a year old, and therefore is made with cheaper parts, it could be sold at a lower price point than its initial £999 price, which is where the iPhone Xs now sits.
Apple discontinued the iPhone X in September after announcing the iPhone Xs. However, even during its lifetime the iPhone X also struggled to find sales, which is perhaps why Apple discontinued it in the first place.
iPhone Xs isn’t the only contemporary Apple device to be performing poorly. In a recent earnings report the company let slip that iPad and Mac device sales were down, and sales of the iPhone XR, the “cheaper” alternative to the Xs, are down too. This has led to a price cut in certain regions to compensate.
It’s worth bearing in mind that poor iPhone sales don’t necessarily mean Apple is failing — the increasing price point of each iPhone means that the company needs to sell fewer to break even. Some, however, would suggest this high price is why the sales are falling in the first place. Not many can afford the exorbitantly expensive iPhones, especially when the “budget” version is £750.