Rogers Seeing ‘Anemic Appetite’ for iPhone 8; iPhone X Inventory Unknown: CEO


Rogers announced its 2017 Q3 earnings today and during the company’s conference call, CEO Joe Natale spoke about iPhone 8 demand.

According to the CEO, “What we’re seeing is sort of … anemic appetite for the iPhone 8,” reported Reuters. As for iPhone X, Natale warned the device comes with a higher price point and lower inventory, so the outlook is unclear.

“The iPhone 10 price point is about 75 percent higher than the iPhone 7. So it’s a very expensive device,” said the CEO. “Inventory is a question mark in terms of what we will get.”

Shares of Apple fell over 2.5 percent today, over speculation by analysts, traders and brokers iPhone 8 demand is falling, ahead of the iPhone X launch. One report out of Taiwan claimed iPhone 8 orders were cut by 50 percent, according to an unnamed source speaking to the Economic Times.

Rogers iPhone X pricing starts at $599 for the 64GB model on contract, while the 256GB version is $799 on a two-year term.

iPhone X pre-orders begin on October 27, with the device launching a week later on November 3.


  • It’s Me

    I think they are going to find the same for the X. The X stole the thunder for the 8 and so the 8 now ends up seeming to be the SE of this year, yet at the same or higher prices as the 6S series last year. Meanwhile the X has likely priced itself out of the market.

    I get that Gruber and the rest said the X had to be astronomically priced so as to keep sales of the 8 going, but that seems even more foolish to me know than it did before.

    The X was the flagship for this year. They should have priced it comparably to prior flagships. The 8 would then be priced as it is perceived, which is a step below the new flagship, much like the SE was in previous years.

  • Olley

    I’m not sure if I’ll be getting 10 this year as it’s been pretty much confirmed that all the new tech will be found in next year’s flagship phone… without a steep price. I may just get a 7 for this year.

  • It’s Me

    You just nailed exactly why sales appear to be stagnant.

  • OliChabot

    What did they expect ? The 8 is just a more expensive 7S and the X is out of the picture for everyone except hardcore fanantics or the rich tech-savvy guy. My bet is that iPhone X demand will be mild, while iPhone 8 sales will be surpassed by the cheaper 7.

  • dudemaster

    I know this is subjective, but I cannot stand the notch on the X. My iPhone 6 was really on it’s last legs. I thought about what I wanted from a phone. If I had a 6S I would not have upgraded. I ended up getting an iPhone 8 Plus and do not regret it. It should last 2-3 years.

    I will see what iPhone has to offer in 2-3 years. By that time my iMac and MacBook will be ready to retire. I may completely skip Mac after that and change to Windows + Android. I have used iPhones since the 3G and everything works. If Apple slides just like in the 1990s then I am off to try a complete new ecosystem in a few years.

  • OliChabot

    I did the same. Love my 8 Plus, amazing battery life, very fast, great photos and love the bigger screen.

  • BigCat

    Apple will never keep either the phone industry or the market happy and if they do. This happiness will always be short lived.

    A couple of years ago Apple was criticized for not having a broader iPhone lineup and a greater range of price points.

    If Apple puts on too much production and cut back later, thats seen as bad. If Apple put on too little production and ramps it up later, this is again seen as bad.

    I know lot of people will disagree with me, but I think Apple is doing a great job. Whether Apple sells a 1 million or 50 million iPhone 8 this will still be a very profitable product.

    It’s too bad other companies are not held to the standards that people place on Apple.

  • Chris

    The average consumer doesn’t care about the bleeding edge tech, they care about how much it will cost them.
    Right now, one can walk into Best Buy and pick up an iPhone 6, 6S, 7 or SE 32GB for zero down on a 2 yr contract.

  • dave

    pretty much confirmed? What are you referring to?

  • dave

    does anyone know how pre-order works when going with a carrier? I got up at 13:01 MST to pre-order my wife’s 8 off contract. For the low production of the X I know I’ll need to order within the first few minutes of the pre-order but I’ve never pre-ordered on contract, do I need to call rogers at 13:01? no way I’m getting through.

  • Mamba

    Agree. Apple has to hold something back every time, on purpose, to subconsciously plant “the product is great, but if only it gives me just a bit more” thoughts in the consumer’s mind, and then add that extra bit on the next iteration while holding something back again, so that the cycle continues. This strategy also gives Apple more time to perfect/modify current technologies to better fit their ecosystem and products.

    Most other companies’ strategy is to give all of everything in the most current phones and not holding back. That’s great for consumers, but these companies will have a shorter time to test and apply the newest technologies, as well as coming up with new ideas for the next phone. That’s why a lot of these companies’ phones seems gimmicky, and often have a lot of problems that either takes a while to fix, or doesn’t get fixed at all. Not to mention software updates are distributed much slower on Android.

    Apple might be not be using all of the latest tech on their products, but what good is it if it doesn’t even work properly?

  • Mamba

    What is this “new” tech you’re talking about, and confirmed by whom?

  • Mamba

    I’m still on my iPhone 6…. was thinking the same as you. Except that my battery was pretty much dead a few months back, and I had to replace it. Now that it’s working just fine and like new again, I’m gonna hold off buying a new phone for now, and see what Apple has to offer next year.

  • aRhyno

    I’m on a 6 plus too. Debated going to Android so many times but all my family have either iPads and iPhones and FaceTime with the kids is great and I know there’s other apps for that but oh well lol. Thought about the 8 plus but I honestly feel like upgrading to the same “phone” would be unsatisfying. So I’m in for a X lol. Hoping I can pre order 2 actually. Boss wants one lol. Nothing like 3500$ for 2 phones…

  • erth

    i bought the 8 because i had a 6 and needed a new phone. the X is too expensive and the first of new type of phone for apple. i wouldn’t but it, there is bound to be problems. the 8 is solid, and works as planned. i will wait a couple of years now and see what happens. and, i don’t care if they planned on a certain amount and only 50% of the orders have been filled. it doesn’t concern me. the 8 is a solid phone.

  • Salinger

    Hmmm, I’m trying to decide if I’m a hardcore fanatic or a rich tech-savvy guy. Do I have a third option? 🙂

  • OliChabot

    Not really, but if you wonder it’s probably cause youre the rich guy 😉

  • Hondanazi

    I agree with you. There are parallels in the car industry. BMW, Mercedes and Audi always have the latest tech on their cars but guess what? Their engine lights are on frequently and they are often in the dealer for fix or reprogramming. They are over teched with often unreliable new features. I have friends who have these cars and I acknowledge they are great to drive but I prefer my Honda that has never left me on the side of the road or had a check engine light in 170k km and its the same with the 2 other Hondas in the family. I’d prefer a little less tech and more reliability even if I had to pay more for my Honda(Apple product) than I did. Not trying to be too much of an iSheep but I like Apples ecosystems and they integrate across devices despite that it’s a “walled garden”.