According to a tech expert, Apple may be ceasing production of their latest iPhone X model for a number of reasons. The main indicator is the poor sales numbers overseas, which is an important market for the California-based company.

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The 10th anniversary model, which has been heralded by Apple as the most innovative smartphone to be released thus far, has endured some trouble gaining traction in the Chinese market. Customers in this very large and profitable region are not particularly fond of the notch in the screen of the phone, which apparently removes too much usable space on the interface, according to KGI Securities analyst Ming-Chi Kuo. However, this notch is necessary in essential for the phone because it is home to the Face ID camera, which unlocks the device for use.

Kuo also speculates that the company may halt the manufacture of the iPhone X in order for the company to introduce newer models at their annual keynote presentation in September. These forthcoming devices are said to give Apple a 10% sales growth by the end of the year. The rumoured smartphones will reportedly include an updated iPhone X model equipped with either a 5.8-inch and 6.5-inch screen, as well as a 6.1-inch iPhone SE variant that will be equipped with the Face ID technology, while being priced between $650-750 USD.

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Apple is anticipating a more modest 5% sales growth in the first half of the fiscal year by selling the X alongside the iPhone 8 and 8Plus options.