The race to get a new iPhone .... Triumph for the first in the queue in the world's largest smartphone market.
But signs of a slowdown in that race have emerged this month ....
When Apple warned of waning demand in China ...
And now a new report says it is cutting production.
That's according to the Nikkei Asian Review.
Which quotes sources as saying Apple asked suppliers last month to producer fewer units of its XS, XS Max and XR models.
In all, Apple is to cut first-quarter production for its three new iPhones by 10 per cent, it says.
The reason: high iPhone prices, cheaper competition ...
Say analysts - and consumers.
"I don't see a link between the economic slowdown in China and the weakening of the iPhone's sales. That's due to overpricing. If the price can be lowered, with the same quality, more people will consider the iPhone."
"Local brands perform well here. They are good quality and are at a good price."
Apple's warning triggered a global sell off in stocks last week.
Though it's not the only one in the firing line: Samsung this week flagged weak chip demand, and LG warned of an 80 per cent drop in Q4 profits, partly on losses in its smartphone business.
Market research firm Canalys estimates Apple's iPhone shipments fell 12 per cent in China last year and expects a further 3 per cent dip this year - to below 400 million units for the first time since 2014.
Posing some tough choices for Apple chief Tim Cook ....
One of them, he said this week, to build up a focus on India - which recently overtook the US as the world's number two smartphone market.