According to a report by Tokyo Stock Exchange index Nikkei, Apple is looking to cut down its production targets for the iPhone X by half owing to "disappointing holiday season sales".
Starting January, Apple will halve its initial production target of 40 million iPhone X units for the first quarter of 2018.
Here's more on the consequences of the move.
Reasons for the iPhone X's relative unpopularity
The relative unpopularity of the iPhone X largely boils down to its $999 price tag.
The iPhone X is Apple's first phone with an OLED display, and the high price tag of the handset is largely resultant of the high cost of OLED panels, which are made solely by Samsung Electronics.
Moreover, Apple failed to deliver any significant groundbreaking technologies despite the hefty price.