It may ultimately prove ironic that the iPhone X was originally meant to celebrate 10 successful years of iPhone sales. The phone has become the symbol of an overreaching Apple because the risks it took to make the phone could all go wrong, according to Gordon Kelly of Forbes magazine.
The sales bonanza that Apple had expected from the iPhone X had not materialized, forcing Samsung, the phone’s OLED supplier, to ship only half of the OLED displays destined for Apple because of weak demand for the phone. Partly because of that but mainly because each OLED screen costs US$110. At such price, it would make the planned iPhone X Plus go beyond the US$1000 range and could be sold at an introductory price of US$1400.
There is pressure on Samsung to reduce the prices of its OLED displays but the South Korean manufacturer is reluctant to do such a thing because it will open the floodgates of the OLED market to Chinese phone manufacturers Xiaomi, Huawei, Oppo, and Vivo. These four are its biggest competitors in the Android phone market.
Apple’s realization that iPhone users are not willing to pay more than US$1000 for the iPhone X comes at a very crucial time since it is already conducting production tests for the iPhone X Plus. Moreover, those users have learned that they can extend the life cycles of their existing iPhones by purchasing a battery replacement for only US$29.