Apple is struggling to ship as many devices as it had hoped, with iPhone 8 and iPhone Plus. According to researcher, Consumer Intelligence Research Partners, the two devices accounted for a collective 16% of total U.S iPhone sales in the third quarter. In Contrast, iPhone 7 and iPhone 7 Plus accounted for 43% of the total sales when they launched.

iPhone X Demand

According to some analysts, the lukewarm sales could be an indication that consumers have switched their attention to iPhone X which is just around the corner. A study conducted by Bernstein indicates that iPhone X demand could be large but not mind-blowing. A pole on 1,112 iPhone users indicates that 48% of them are excited about the next generation smartphone.

Reputed KGI analysts, Ming-Cho Kuo, on his part believes iPhone X could help Apple sell more devices thereby reverse a trend of declining sales. However, some analysts remain skeptical about iPhone X potential on concerns the optimism is not grounded in reality.

A point of concern is the number of people that will be willing to part ways with $999 to get a hold of iPhone X.

“We remain wary that investor expectations for the iPhone 8/X cycle are more optimistic than realistic. Expectations are pricing in more than Apple can chew,” said Deutsche Bank analyst Sherri Scribner.

However, consumer loyalty is a factor that could benefit Apple as most people have always upgraded despite complaints about high prices. Demand could also be high given that iPhone X comes with a major redesign, featuring a large screen with a FACE ID.

Production Concerns

Demand appears not to be the only issue that could plague Apple’s next flagship device. Supply issues according to some analysts could come calling given the challenges that come with making some of the high-tech components in the device. Kuo expects 2-3 million units to be available for shipping once the device launches on November 3, 2017.

iPhone X production delays and weak sales have already had a ripple effect on Apple stock which fell last week.