APPLE could cancel its new iPhone X smartphone as soon as winter, according to one top analyst.
The company is supposedly struggling to justify iPhone X production because of poor sales - and may scrap the phone later this year, reports The Sun.
Renowned analyst and Apple expert Ming-Chi Kuo has warned that Apple's latest iPhone will be in its "end of life" stage in the winter of 2018.
In a note to investors - as seen by AppleInsider - Kuo explains that the iPhone X hasn't met Apple's sales predictions, and will be binned shortly.
It would be the first time that Apple has killed off an iPhone from the previous year since the iPhone 5C.
Apple typically keeps older models in stock, to give customers a wider range of choice. For instance, you can still buy the iPhone 6S from the Apple Store, despite it having launched way back in 2015.
But Kuo says that the iPhone X won't be kept on as a "lower-cost option" for 2019.
Instead, he says that the phone's features will "migrate" to other models, including the rumour iPhone X Plus.
These features could include the iPhone X's Face ID facial recognition system, or the large OLED display.
The top analyst expects three new iPhone models to launch in 2018, all of which could benefit from iPhone X tech.
Kuo believes that a big reason why the iPhone X may be struggling is due to demand in China.
Apparently, Chinese customers are disappointed by the amount of usable space on the phone's display.
It's all thanks to the infamous "notch" - a small chunk of plastic that sticks out from the top of the screen, designed to house the camera and other sensors.
This gives the iPhone X an oddly shaped screen, and has sparked widespread complaints about the phone.
But while the iPhone X - which costs between $A1579 and $A1829 - might be a bit of a Marmite smartphone, it's not definitely going to die off.
Analyst Daniel Ives tells The Sun that predictions of the iPhone X being culled this year are probably false.
"We believe the worries around iPhone X demand have been greatly exaggerated," the GBH Insights expert explains.
"We do not foresee any sun-setting of models in 2018, as Apple will release a number of newer models at different price points between now and mid 2018 to capture upgrade opportunities on its 350 million users currently in the upgrade window."
He says that Apple needs to make sure it sells cheaper iPhones, or they'll risk customers who don't want to spend $1500+ walking out of the Apple Store "empty-handed".
Update your news preferences and get the latest news delivered to your inbox.