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Marketing research firm NPD DisplaySearch has added to recent reports this weekend that Apple is telling its suppliers to cut iPhone 5c production and increase 5s output.

Citing ‘channel checks,’ the firm sent out a research note yesterday claiming that the Cupertino company is cutting 5c orders by 35%, and increasing 5s orders by 75%…

From yesterday’s research note (via AllThingsD):

“The diverging fates of Apple’s iPhone 5s and 5c have been widely reported, and our latest channel checks confirm that Apple indeed has cut back 5c production by 35% and increased 5s production by 75%.

…While the fate of the iPhone 5c is still to be determined, the iPhone 5s is doing quite well, indicating that Apple still has a strong hardcore base for its premium devices. It is worth mentioning that iPhone 5 production is scheduled to end Q3 2013; iPhone 4s’s end of life is still to be determined, as it still receives orders of 1 to 2 million units per month and only recently started selling in Indonesia.”

DisplaySearch’s report follows a similar one from The Wall Street Journal, which also noted the increases and decreases in 5s/5c orders. And they both echo a story from C Technology.

The consensus from much of the tech world seems to be that Apple cutting 5c orders is a sign that it’s not selling well, but there are also several valid counter-arguments to this theory.

Of course, we won’t know anything for sure until Apple announces its iPhone sales on October 28. I doubt they’ll break out 5s and 5c figures, but if the total is big enough, it won’t matter.