According to a report in the Wall Street Journal, Apple could start selling the iPhone X again after sales of their latest iPhone models have failed to meet expectations.

Apple stopped production of the iPhone X in September, when it introduced the iPhone XS, iPhone XS Max and iPhone XR. The iPhone X is no longer available for purchase at Apple stores.

However, it appears that Apple is thinking about resuming production of the iPhone X because of the disappointing sales of its three new smartphone models.

Analysts believe that the production cost for the iPhone X is cheaper than for the iPhone XS, even though both models share almost the same design features. The lower production cost could allow Apple to begin selling the iPhone X again at a lower price.

The prices for the three smartphones released in September were comparable or higher than the prices for the iPhone models released in previous years. Apple touted the iPhone XR as being a more affordable smartphone, but its starting price was the same as earlier flagship models prior to the introduction of the iPhone X.

According to many reports, customers opted to buy the iPhone 8 rather than buying the new handsets. Many realised that they could save a significant amount of money by purchasing last year’s model and ignored the draw of the brand-new iPhone design, thereby having a negative impact on the sales of the three more expensive models.

At this point, it is not clear if or when Apple will begin selling the iPhone X again.