• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

Gen Z fled San Francisco for Texas and Florida. Now they’re turning ‘welcomer cities’ into the next big tech towns

2

Anthropic disables Fable and Mythos AI models after U.S. government bars it from giving foreigners access

3

U.S. energy secretary says 7 million barrels of oil exiting Persian Gulf daily, but Chevron CEO rebuts the claim

1

Gen Z fled San Francisco for Texas and Florida. Now they’re turning ‘welcomer cities’ into the next big tech towns

2

Anthropic disables Fable and Mythos AI models after U.S. government bars it from giving foreigners access

3

U.S. energy secretary says 7 million barrels of oil exiting Persian Gulf daily, but Chevron CEO rebuts the claim
TechChange the World

No, Apple iPhone X Isn’t in Trouble

By
Don Reisinger
Don Reisinger
Down Arrow Button Icon
By
Don Reisinger
Don Reisinger
Down Arrow Button Icon
September 25, 2017, 4:00 PM ET

Stop worrying about Apple’s iPhone X.

On Monday, investors became concerned about tepid demand for the upcoming smartphone following a seemingly negative report by Digitimes, a news site focused on the Asian tech industry. It said that Apple had told its iPhone X suppliers that it only wanted about 40% of the components it had originally ordered, signaling weak initial demand for the device.

Amid the pessimism, Apple’s shares fell more than 1% in mid-day trading on Monday to $150.18. That came on top of earlier reports of lower iPhone 8 demand, increasing general pessimism about the latest versions of Apple’s flagship product.

The truth is, Apple’s (AAPL) iPhone X is just fine. And if you dig a bit deeper, and look at how things have played out over the years, there’s little reason to worry.

Let’s start with Digitimes itself.

Get Data Sheet, Fortune’s technology newsletter

Over the years, Digitimes has been responsible for reporting on some Apple leaks that turned out to be accurate. But it has also published a number of inaccurate reports about Apple, a notoriously secretive company.

Deep in the latest Digitimes report, you find this bit of information about Apple’s component strategy for the iPhone X. It pours water on the notion that Apple’s request for fewer components is a problem.

“Apple adopted the same strategy previously for iPhone 7 in 2016,” the Digitimes report said. At that time, Apple reduced orders to 60% of its initial supply so it could analyze sales.

In the end, the iPhone 7 turned out to be a big seller, and Apple ordered the remaining supplies a couple of months later.

In other words, Apple’s iPhone X component strategy, as reported by Digitimes, wouldn’t be unique. It could merely be a strategy that it has followed in the past, and that Apple just wants to avoid forking out too much money for parts.

Also on Monday, KGI Securities Ming-Chi Kuo, who has a strong track record of predicting Apple strategy and sales, said that he believes iPhone X pre-orders could top 50 million units when they’re made available on Oct. 27, according to Apple-tracking site AppleInsider. Demand for iPhone X will be so strong, Kuo said, that the supply chain may have trouble keeping up until sometime in the first half of 2018.

Kuo’s comments were just the latest in a string of reports that have suggested iPhone X demand is strong. Customers, the reports say, aren’t turned off by the iPhone X’s $999 starting price tag and that Apple is on the cusp of a “super-cycle” that could see the company generate historic profits.

Proof of the iPhone X’s likely success, the theory goes, is the tepid demand for the iPhone 8. That device, which was released on Friday, had the worst first-weekend sales performance of any iPhone in years, according to data from researcher Localytics. It followed similarly weak sales through pre-orders. The reason, according to just about every research report and analyst? iPhone X.

And finally, if you’re a profit-seeking investor, there’s no reason to worry about the iPhone X.

According to data released earlier this month by researcher Susquehanna International Group, Apple will nab a $418 profit excluding costs like shipping and marketing on the sale each of new iPhone X.

So, let’s all just relax about the iPhone X and its supposed problems. This iPhone rollout is likely going just as well as Apple could hope—despite some investor jitters.

About the Author
By Don Reisinger
See full bioRight Arrow Button Icon

Latest in Tech

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in Tech

The hottest debate on Wall Street right now: Does the flood of mega-IPOs and new shares signal a downturn ahead? That depends
InvestingIPOs
The hottest debate on Wall Street right now: Does the flood of mega-IPOs and new shares signal a downturn ahead? That depends
By Jason MaJune 13, 2026
3 hours ago
You can ignore AI giants like SpaceX, but your 401(k) won’t
Investingindex funds
You can ignore AI giants like SpaceX, but your 401(k) won’t
By Stan Choe and The Associated PressJune 13, 2026
5 hours ago
OpenAI hit with multistate probe into possible user harm, days after filing for a highly anticipated IPO
AIOpenAI
OpenAI hit with multistate probe into possible user harm, days after filing for a highly anticipated IPO
By Bernard Condon and The Associated PressJune 13, 2026
5 hours ago
‘It’s not a jailbreak’ — Research leading to U.S. export restrictions on top Anthropic models was for defense, cybersecurity CEO says
AIAnthropic
‘It’s not a jailbreak’ — Research leading to U.S. export restrictions on top Anthropic models was for defense, cybersecurity CEO says
By Jason MaJune 13, 2026
9 hours ago
More and more of Musk’s companies end up under the same roof. Here’s a look at his sprawling empire
C-SuiteElon Musk
More and more of Musk’s companies end up under the same roof. Here’s a look at his sprawling empire
By The Associated PressJune 13, 2026
12 hours ago
herrin
CommentaryInfrastructure
America just committed $1.2 trillion to fix its infrastructure. We’re still flying blind
By Gregg HerrinJune 13, 2026
16 hours ago

Most Popular

Gen Z fled San Francisco for Texas and Florida. Now they’re turning ‘welcomer cities’ into the next big tech towns
Real Estate
Gen Z fled San Francisco for Texas and Florida. Now they’re turning ‘welcomer cities’ into the next big tech towns
By Sydney LakeJune 13, 2026
17 hours ago
Anthropic disables Fable and Mythos AI models after U.S. government bars it from giving foreigners access
AI
Anthropic disables Fable and Mythos AI models after U.S. government bars it from giving foreigners access
By Jeremy KahnJune 13, 2026
22 hours ago
U.S. energy secretary says 7 million barrels of oil exiting Persian Gulf daily, but Chevron CEO rebuts the claim
Energy
U.S. energy secretary says 7 million barrels of oil exiting Persian Gulf daily, but Chevron CEO rebuts the claim
By Jordan BlumJune 12, 2026
1 day ago
Corporate America has been draining the world's water. Matt Damon's new campaign calls on Gap, Starbucks, and Amazon to help give it back
Environment
Corporate America has been draining the world's water. Matt Damon's new campaign calls on Gap, Starbucks, and Amazon to help give it back
By Catherina GioinoJune 9, 2026
5 days ago
Current price of oil as of June 12, 2026
Personal Finance
Current price of oil as of June 12, 2026
By Joseph HostetlerJune 12, 2026
2 days ago
SpaceX CFO Bret Johnsen quietly engineered its historic IPO and became an overnight billionaire
C-Suite
SpaceX CFO Bret Johnsen quietly engineered its historic IPO and became an overnight billionaire
By Sasha RogelbergJune 13, 2026
19 hours ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.