Apple revealed its new line-up of products at their September keynote event. The series included three new iPhone models, a smart-home speaker, a 4G LTE-enabled smartwatch and a 4K TV. The company made its iPhone 8 line-up, iPhone 8 and iPhone 8 Plus available for sale almost immediately. As far as iPhone X is concerned, the smartphone is expected to ship in November. The latest sale figures from broker company, Keybanc Capital Markets have now arrived. According to the survey information provided by them, Apple’s 2016 flagship (top-end), iPhone 7 is outperforming its current flagship, iPhone 8.

This is not necessarily good news for Apple, as they expected the sale figures for iPhone 8 to shoot considerably higher. Experts at KeyBanc Capital Markets, however, assume that the fans are probably waiting for the arrival of iPhone X.

As noted by Bloomberg, the iPhone X will be available for sale, starting November 3. But before that, Apple’s iPhone 8 line-up was expected to make record-breaking sales. When Apple ideally launches its flagship line-up, they always manage to bring in a lot of revenue to the Cupertino giant. But that hasn’t taken place this year. Things are different for Apple this time. An analyst from Reuters said that the survey conducted by KeyBanc Capital Markets is enough to prove that the iPhone 8 line-up is not doing well.

The report by Bloomberg also went on to point out that leading wireless US carriers including AT&T have recorded roughly $900,000 worth of fall in the sale of iPhone 8 devices.

Why is this happening?

According to a report by The New York Times, there are a number of reasons as to why this could be happening. First of all, the lack of features on the smartphone (especially in comparison to its sibling – iPhone X) may have discouraged the buyers from purchasing the product.

There aren’t too many “significant” upgrades made to the product as yet. At the same time, the line-up is carrying an exorbitant price-tag. This has led consumers to feel that buying the iPhone 7 series for a cheaper rate makes more sense. Others are probably just waiting for the launch of iPhone X. According to a report by 9 to 5 Mac, the latest model is priced at roughly $699, whereas, iPhone 7 is available for a price of $549.

Since there aren’t too many visible enhancements between the two, buyers are opting for a cheaper alternative. Readers are advised to note that this is only taking place as far as the US is concerned.