Apple, too, is already overlooking the iPhone 8. Production of both models will be dramatically reduced in the coming weeks.

The company’s top priority isn’t the iPhone 8. It didn’t launch with much hype, and that’s because the iPhone X was announced alongside it in September. Consumers quickly shifted their focus to the $999 device that goes up for pre-order later this month and will be released in November. The flashiness of the iPhone X with an edge-to-edge display and facial recognition immediately captured everyone’s attention.

Both the iPhone 8 and iPhone 8 Plus are going to see production slashed by around 50 percent in November and December, according to the Economic Daily News. It’ll be the first time the production of an iPhone takes such a hit so soon after being released.

The reduction is being caused by the iPhone X, which will undoubtedly be in high demand into 2018. Apple has been pushing its suppliers in order to meet the demand for the new model. Although there have been some production woes with the iPhone X, the company should be able to fulfill a significant number of orders come November 3.

Another theory is that consumers don’t see enough of a difference between the iPhone 7 and this year’s model, though we’re a little skeptical on that. Every year the new iPhone seems similar to the previous year’s model. The iPhone 8 is also a more ambitious upgrade than previous ones, so consumers must be hanging on to their current phones long-term or as they wait for the iPhone X.

Don’t expect Apple to pull the plug on the existing product, though. The iPhone 8 is likely just performing below what everyone expects from an iPhone, and Apple should be confident the iPhone X will generate a large amount of revenue in upcoming quarters.

The iPhone X will go up for pre-order on October 27, and we put together a list of tips that’ll help you get the device the moment it’s available.