How much is too much for a smartphone? The answer to that question may be $999.

A report Monday claimed that Apple Inc. is planning to cease production of its flagship iPhone X model thanks to lackluster sales. The claim comes from renowned KGI Securities analyst Ming-Chi Kuo, who said in a memo that the move was a response to weak demand, particularly in China, where buyers were not fond on the “notch,” the imposing front-facing camera on the phone that breaks into the iPhone X’s screen.

According to Kuo, Apple did consider keeping the iPhone X in its lineup at a reduced price but was concerned that doing so would cannibalize sales of its forthcoming 2018 models.

“Lowering iPhone X’s price after the 2H18 new models launch would be a negative to product brand value given 3D sensing and OLED display are features of the new high-price model,” Kuo said according to MacRumors. “Additionally, to sell iPhone X at a lower price may have a negative impact on shipments of the new 6.1-inch LCD iPhone in 2H18. Thus, we estimate iPhone X will reach end-of-life (EOL) around the middle of 2018.”

What Apple will bring out to replace the iPhone X is still subject to speculation, but it’s likely there will be three new iPhones, two with OLED screens supplied by Samsung Electronics Co. Ltd. and one with a liquid-crystal display. A foldable iPhone, reportedly being developed part of a partnership between Apple and LG Corp. LG Display Co. Ltd., is still said to be planned for 2020.

Photo: williamhook/Flickr