Apple Slams Brakes on iPhone X Assembly

Apple Slams Brakes on iPhone X Assembly
Poor sales have forced Apple to slash its iPhone X production targets.

(CCM) — Apple has ripped up its plans for the flagship iPhone X smartphone and is slashing its production targets for the first three months of 2018 in half, according to a Nikkei Asian Review report.

When the phone was released in November, Apple expected to make 40 million units in the first quarter of 2018, but these figures have had to be drastically reduced because of its poor reception and slow sales in Europe, the U.S., and China. The company may cease production of the handset altogether later this year.

Many commentators believe that Apple's $999 price tag for the device is largely responsible for the phone's failure to interest large numbers of consumers.

One reason for the high price is the cost of the iPhone X's OLED screen, which is made exclusively by Samsung. Until OLED screen prices fall significantly this could delay Apple's plans to introduce them into future iPhone models.

A perceived lack of exciting new technologies in the iPhone X has also hindered sales, despite Apple introducing a facial recognition technology called Face ID which enables users to unlock their phones by looking at the screen.

Apple's lower-priced iPhone 8 and 8 Plus models have fared better in the market, and its production target of 30 million units for the quarter is unchanged, according to the report.

Image: © Apple.