Apple's gamble to make the iPhone XS and iPhone XS Max premium personal devices do not seem to have paid off as the market's reception to the latest iPhone models are lukewarm. Because of this, it looks like Apple is looking into the iPhone X to save the day because otherwise, they may end up butting heads with Samsung.
According to Android Authority (via The Wall Street Journal), Apple's decision to revive production of the iPhone X was not only motivated by the lower sales of the iPhone XS and iPhone XS Max. Apparently, the low sales volume of the newer iPhone XS and iPhone XS Max means that Apple's deal with Samsung to purchase a certain number of OLED units could end with the American tech company losing a significant financial amount if the XS and XS Max continue to be unpopular.
One of the additional issues that Android Authority points out includes the disappointing market performance of Apple's new iPhone XR. What was supposed to be Apple's current budget iPhone model - currently priced even lower than the original iPhone X - turned out to be an underperforming product. As the publication points out, this has led Apple to slash their expected orders from a number of their primary suppliers.
Apple's resurrection of the iPhone X means that the company can rely on the older smartphone's popularity and its apparently more competitive price range. Comparing the iPhone X to the iPhone XR, despite the lower price for the XR - as well as some improved hardware - it seems that the newer budget iPhone model still loses out to the iPhone X in terms of video quality. This significant difference in video quality may be contributing to the iPhone XR's underwhelming performance.
Android Authority also points out that considering the iPhone X and its age, it may be cheaper to produce in comparison to the newer iPhone XS and XS Max. More iPhone X units in production mean a higher chance to satisfy the OLED agreement from Samsung while ensuring that most of the produced units will eventually be sold.
For fans of Apple who are interested in learning more about the iPhone X and its future availability, it seems Apple has yet to release an official statement about when the older phone model would return. As of present, while the iPhone XS, XS Max, and XR are all available to order in Apple's website, the iPhone X is currently listed as simply available at authorized Apple resellers.
