The iPhone isn’t performing too well in at least three markets, including the United States. Both the iPhone X and the iPhone 8 are experiencing demand much lower than expected to the point where Apple is considering dropping their prices permanently according to a report from DigiTimes. It wouldn’t be like what Google did during the holidays for the Pixel 2. Apple would readjust the products’ prices and leave them there until successors come along.
Apple’s entire lineup of phones, tablets, smartwatches, and computers are facing underwhelming sales around the world. In addition to the U.S., its products are particularly disappointing in sales performance in Taiwan and Singapore. These are markets where Apple typically doesn’t have to worry about sell-through rates.
Analysts believe Apple could shed $50 or more from the prices of select devices such as the latest iPhone duo.
Leading up to its launch, many expressed concern over Apple’s ability to sell an iPhone priced at $999. The iPhone X was finally released in November, and consumers quickly caused Apple to sell out of units globally. But that’s likely due to issues in supply. As for the iPhone 8, Apple’s secondary flagship stood in an awkward spot overshadowed by the iPhone X.
If Apple does indeed slash prices in early 2018, it’d be much earlier than usual. The iPhone and other products in the company’s lineup generally see their prices lowered late in the year when upgrades launch. It’s likely the expected price drops for the current lineup come in March or April, even during WWDC in June is possible. Assuming these price drops become a reality, it’ll certainly be a surprise as Apple hasn’t had this type of problem in recent years.