Rogers Sees ‘Tremendous’ Demand for iPhone X, Updates Outlook on iPhone 8 Demand


Rogers, one of Canada’s three largest wireless carriers, called the demand for Apple’s iPhone 8 “anemic” after it launched a few weeks ago.

On Friday, Rogers upgraded the smartphone’s status to “good,” while saying interest in the iPhone X was described as “tremendous.” In a statement issued by Rogers’ Executive VP Raj Doshi to Axios, Doshi is ostensibly more upbeat than the bleak picture painted by CEO Joe Natale earlier this month. Doshi said:

“We’re seeing tremendous customer excitement for iPhone X with strong customer pre-orders. We’re also seeing good demand for the iPhone 8. We expect the two together will be very popular with our customers this holiday season with iPhone 8 being a major contributor.”

Natale’s remarks fueled speculation that global iPhone 8 series demand is weak, a notion reiterated by rumours claiming Apple plans to cut production of the handset pair in half. Whether Rogers is witnessing an uptick in iPhone 8 demand is unclear, but Canada’s largest cellular provider is seeing a deluge of customers clamoring for iPhone X.

Reuters reporter Stephen Nellis posted a tweet suggesting that someone may have persuaded Rogers to use a different word:


Earlier today, Apple said iPhone X demand is off the charts, adding that it’s working hard to pump out as many devices as possible for die-hard fans. The company has yet to comment on iPhone 8, but the topic will likely be addressed during Apple’s quarterly earnings call next week.


  • Bill___A

    If they sell a lot of them, that’s a good thing.

  • My 1/2 cents

    only if you’re a shareholder

  • jay

    did rogers not reporting that the iphone 8 does not sell well? maybe apple raised there fist…

  • Ned K.

    iPhone = For those who have no $$$ but want to look rich.

  • KBlazer07

    I’m getting more and more skeptical about any reports on iPhone product. Rogers comes out and tells the truth on the iP8 and Apple slaps them behind the scenes. Heaven forbid someone will come out with a negative review on the iPX.

  • FragilityG4

    Android = For those who have no $$$ and want to look like they have no $$$ Hahaha

  • Salinger

    LOL! It’s kind of sad that someone thinks merely owning an iPhone makes you look rich. 🙂

  • Bill___A

    That’s one way to look at it. However, continued innovation will only happen if there are sales.Developers sell apps. Other companies sell cases. Mobile companies sell plans. It is an economic activity that affects many. I am expecting most people who get a new phone are happy too.

  • While I wouldn’t rule out political motivations behind Rogers’ change of state, it also doesn’t seem at all unreasonable to me.

    Consider that the iPhone 8 models had absolutely no draw for the usual crop of early adopters this year — almost all of who were waiting for the iPhone X. Most iPhone customers outside of the tech bubble don’t line up for new iPhone models on day one, either simply because they have better things to do or they’re taking a “wait and see” approach to see how the reviews pan out.

    Then, to top that off there probably were people still trying to make up their mind between the iPhone 8 and the iPhone X, and rumours of short supply of the X along with the considerably higher cost may have changed convinced more people just to jump on the 8 sooner. At least three people I talked to personally who were ogling the X had serious second thoughts once they realized that you can get a 256 GB 8 Plus for less than the price of the 64 GB X, and that most of the core specs are exactly the same.

    People outside of the tech bubble don’t read every article out there. They just initially think “iPhone X must be way better” but then once it’s explained to them that it’s not that much of a leap, they realize that they can save a few bucks and get an iPhone that’s probably every bit as good for their actual needs.

  • FragilityG4

    The reaction of someone who is not happy with their purchase?

  • Olivier

    Maybe that’s why Rogers did not offer the iPhone on Fido on launch day… they cut their stocks as a payback?

  • Aleks Oniszczak

    Apple cofounder Steve Wozniak is on record as saying the iPhone X is the first iPhone he will not bother getting on the first day. iPhone 8 Plus has a larger screen and just as fast, but it’s less expensive. Unless you’re buying one to brag or develop on, I don’t know why you’d pay $1500 to have a chicken emoji be sad when you’re feeling sad. Why are people excited to have a phone with a bite out of the screen?

  • Tyler

    I’d like to see them offer some tremendous support for the Apple Watch 3 ASAP!

  • iverge

    And how much did Apple pay to have Rogers push this story out?

  • KBlazer07

    Possible, nice hypothesis, never looked at it that way and it makes sense as Fido wouldn’t have lost $ doing it and it’s subtle, so it doesn’t make a negative comment directly at Apple.

  • KBlazer07

    So, with all this crap wording that Apple wants people to use, what does tremendous really mean? If I apparently only have 20M units available until the end of the year, have they sold out of all of them? Even that is not tremendous in my mind because they usually sell more than twice that in that time frame for their flagship model. All I know is I checked in the morning on the Apple website (about 7 hours after the X went on sale) and the shipping time was only 5 weeks. That is not good if I’m Apple as that would indicate that I’ve only sold about 11M units.

  • makeittalk

    “Anemic” to “good” in the same week? Don’t buy it. Kinda seems like:
    1. Rogers says it like it is.
    2. Apple gets pissed.
    3. Rogers says “didn’t mean it”.

    For the first time since the 3G, I felt no lust for the new phones – either the 8 or X. Probably a few more people who feel the same. It’s all just speculation and hype right now. We will all know next quarter.

  • raslucas

    Try to remember that even the numbers you describe, for any other phone, would be a massive success. Couple that with the increased profit Apple makes from the higher price point. This will probably be the most successful iPhone launch ever.

    There’s a part of me that wishes it wasn’t. I’d love to see Apple do what they did with the iPod and actually undercut their competition one of these years.

  • KBlazer07

    Yes, the volume Apple sells (and Samsung) would be the envy of all others, agreed. The profit on the X is actually much less than the others at launch according to Apple. Combine that with half the sales due to lack of availability, and no, this won’t be the most successful launch. It may, in time, be the most successful phone if sales are stronger in W2 and Q3.

    I have no problem with Apple product, don’t get me wrong. I buy a phone every year (not this year) and my “old” phone passes to my wife, hers passes to my son or daughter, so we all have them. I am just questioning the news releases by Apple because I think they are misinforming, especially when a carrier comes out, tells the truth, and has to change the release because Apple doesn’t like the word they used.
    If you look at some of the realeases and the words used, like “Mary B was GRANTED 5 minutes with Apple CEO…”, it’s like Apple is royalty and you almost feel that they control the wording of articles written about them. I’m just saying, take their releases with a grain of salt, they’re using Trump-like wording.

  • KBlazer07

    Rogers was probably threatened by reduced phone availability or something along those lines.

  • Olivier

    The iPhone X screen is 0,1inch larger than the 8 Plus. It’s the body that is smaller.

  • Yup, although one thing that is disappointing is that apparently despite the larger screen it uses the same screen profile as the 8, which means that you won’t be able to get landscape view on the home screen or in apps like Messages, Mail, and third-party apps that are designed to take advantage of the larger Plus screen.

  • Aleks Oniszczak

    OK, lets all agree not to believe everything marketing and blogs tell us. The iPhone X has a different aspect ratio than the 8/7/6s/6 and their respective Plus models so you can’t directly compare the diagonal measurements. So the X’s 5.8″ diagonal measure sounds bigger than then 8 plus’ 5.5″ but what we need to do is measure the AREA. Not sure where you got the “0.1 larger measure though since the diagonal measure is actually 0.3” larger on the X.

    Now, if we knew the length and the width of both screens we could just multiply the two and get the area and see which one is bigger. All I could find so far is a measurement in “points” The 8 Plus is 414×736=304,704 points squared while the iPhone X’s screen is 375×812=304,500 which is SMALLER. But then you also need to subtract the missing pixels in the infamous notch – which makes it smaller still. Take off a bit of screen size for the X’s rounded corners as well.

    Apple introduced a new size class for app layouts when the iPhone 6 Plus first came out which allows it to have iPad-style multi-panel views. The iPhone 8 Plus is large enough to support it, but the iPhone X is NOT. And if that’s not enough, because of the iPhone X’s swipe gesture indicator, the display actually has less vertical space than the display on the iPhone 8 when used in landscape mode. Let me say that again, not only less vertical space than the 8 Plus, but less than even the iPhone 8! So yeah, don’t believe the hype.

  • Shameer Mulji

    The difference in price between iPhone 8 Plus / iPhone X is not that much. If price is the only reason you’re not getting iPhone X over 8 Plus, then that’s not a very good reason.

    Having said that, there are legit reason to go for the iPhone 8 Plus instead such as it’s proven & reliable technology, has an excellent camera, and there’s little to no speed difference between the 8 Plus & iPhone X

  • Well, I wouldn’t say almost $300 (after taxes) is “not that much” considering that the iPhone X isn’t really a significant step up.

    Consider that for that extra $300, you’re getting the exact same CPU and almost the exact same rear camera as an iPhone 8 Plus (the telephoto lens on the X is f/2.4 and includes OIS, vs the f/2.8 non-OIS lens on the 8 Plus). What you’re gaining is Face ID and the better screen quality (OLED with a higher pixel density) and the ability to use Portrait Mode and Portrait Lighting on the front-facing camera (which is otherwise the same).

    While the extra $300 may be worth it for some people just for those features, I think a lot of folks have been automatically assuming the iPhone X is significantly better than the iPhone 8 Plus without actually comparing the specs.

  • Olivier

    I don’t understand why such hassle. The iPhone 8 Plus screen is 5,7 inches while the iPhone X is 5,8 inches. These are facts right ? So the screen is therefore bigger.

  • TL;DR: The iPhone X is to the iPhone 8 what the iPhone 5 was to the iPhone 4.

    The iPhone 8 Plus is actually 5.5 inches, not 5.7, but the point is that a diagonal measurement doesn’t say anything about screen surface area without also factoring in the aspect ratio.

    Consider that a really skinny 1″ x 5.71″ rectangle would have a diagonal of 5.8″ but if you do the math, the actual surface area is only 5.71 square inches. By comparison, a rectangle that’s 3″ x 4.96″ has the same 5.8″ diagonal with a surface area of 14.88 square inches — almost three times as much, despite the diagonal being the same.

    The iPhone X has changed the traditional iPhone aspect ratio to 2.17:1 — as opposed to the classic 16:9 (1.7778:1) of all other recent iPhone models. This means that the larger diagonal measurement doesn’t necessarily equal greater surface area. In fact, doing the math, it works out thusly:

    The iPhone 8 Plus has a 5.5″ diagonal with a 16:9 aspect ratio, meaning the screen measures 4.8″ x 2.7″ for a total surface area of 12.96 square inches.

    The iPhone X has a 5.8″ diagonal with a 2.17:1 aspect ratio, meaning the screen measures 5.3″ x 2.4″ for a total surface area of 12.72 square inches.

    Just to throw it in here, the iPhone 8 has a 4.7″ diagonal with a 16:9 aspect ratio, measuring 4.1″ x 2.3″ for a total surface area of 9.43 square inches.

    So the iPhone X is not a larger screen. Technically it’s slightly smaller (although not so much that most people would notice), but what will make a difference is the fact that you’re losing almost half an inch on the width of the screen when held in portrait orientation, which is actually only a tenth of an inch wider than the iPhone 8 (4.1″ x 2.3″). The iPhone X only gains its size over the iPhone 8 by adding over an inch to its height. So the screen is more like a taller iPhone 8 than an iPhone 8 Plus.

    This is exactly what Apple did with the iPhone 5, which jumped from a 3.5″ diagonal to a 4″ diagonal, but did not increase the screen width at all. However, with the iPhone X it’s arguably worse than the iPhone 5 since the notch at the top also occupies some space.

  • Just for fun I decided to quickly mock up all three iPhone sizes for comparison as simple rectangles…

  • Aleks Oniszczak

    Nice job!

  • Olivier

    ok i think I get the point lmao, not because the diagonal is onger that the screen is bigget because the screen may be narrower. sorry i’m slow learner lol

  • erth

    that is all well and nice, but what about the LTE apple watch issue… when will they have a plan for the apple watch 3?

  • Blaise Barbeau

    I could not agree more!! it is really not clear where they stand on the LTE Apple Watch.