The pre-orders for Apple's latest iPhone X smartphone was falling short of expectations in some regions, such as the U.S., Singapore, and Taiwan. 

Thanks to the "weak performance" of the iPhone X, DigiTimes says, Apple is reportedly prepping three new smartphones for 2018 -- two with advanced organic light emitting diode (OLED) displays, just as this year's has, and one with a liquid crystal display.

Considering these models have been rumored for quite some time, I'm skeptical to believe DigiTimes' sources when they claim that next year's models will be a direct reaction to "weak performance" of the iPhone X.  In addition -- and this is the most interesting bit --  Apple is "rumored to adjust its pricing for iPhone devices in early 2018." 

Let's go over why Apple might do that and what it could mean for Apple's iPhone business.If Apple is thinking about cutting iPhone pricing, then the company probably thinks it can grow iPhone unit shipments by enough to more than exceed to loss of revenue, as well as per-unit gross profit margin, from the price reduction. 

This seems like a reasonable strategy: Apple introduced its new iPhones earlier this year and captured the significant early demand that there often is for the company's new devices. However, as the competitive environment intensifies from competitor product launches and customers recognize that Apple's next generation of iPhones continues to creep closer, demand for Apple's latest phones -- especially at full price -- is naturally set to wane. 

Apple is also expected to be preparing a larger-size version of the iPhone X successor next year. That device could come in at a higher price point than this year's iPhone X did, which could give Apple some wiggle room to reduce the pricing of the direct successor to the iPhone X while maintaining overall iPhone average selling prices. 

Source: fool