During this year's iPhone launch, Apple announced two new phones — the iPhone 8 and the special 10th-anniversary iPhone X. The 8 is essentially a slightly upgraded version of last year's iPhone 7 with small changes like wireless charging and a new processor. The X, however, touts the company's biggest change to the body of the phone in years. It boasts an edge-to-edge screen with no home button and metallic edges.

Disappointing sales

While shipments of the iPhone X won't start until the beginning of November, sales of the iPhone 8 began on September 22.

The results have been more than disappointing, as the company decided this week to cut the production of the 8 by nearly 50 percent for the next two months.

Apple's decision to cut production follows reports of its predecessor, the iPhone 7, continuing to outsell the new model. While consumers are generally willing to dole out cash to Apple, the lack of new features in the phone led to sluggish sales.

The 8 contains a new glass back, which allows for better grip, and wireless charging. However, that isn't a major selling point. The only other changes that are significant are the new, more powerful processor and the portrait light mode. Both features are exclusive to the iPhone 8 Plus.

Not all bad for Apple

Many analysts speculate that the poor iPhone 8 sales are due to the anticipation for the iPhone X. The phone was announced at the same time but won't be available for pre-order until October 27. Perhaps this is why Apple fans are not interested in the 8.

Along with its edge-to-edge display, the iPhone X has a multitude of new features.

Its new TrueDepth technology allows the phone to be unlocked with a mere glance at the camera. It also includes a feature called "Animoji" which can be used to create emojis that follow users' facial expressions.

Strategic marketing

While Apple certainly wants the X to become a big hit, the company also wants to see success from the 8.

It's taking aim at smartphone users who love to keep lots of photos, music, and apps on their phone by removing the 256GB version of the 7 from the market.

Although the announcement was ignored amidst the excitement for the new generation of iPhones, Mashable reports that the 256GB iPhone 7 has been unavailable since September 12. The company made the move hoping that those who need phone storage would opt for the 8's 256GB option.

Apple has stopped selling the iPhone 7 256GB, but that doesn't mean it's completely unavailable. Many service providers, including Verizon, still offer the 7 with the 256GB option. The iPhone 8 with 256GB is priced at $849.99 while the 7 sells for $100 less, making it an easy choice for buyers.