After breaking sales records in its first month the Samsung Galaxy S4 may not be as popular as first thought, as reports roll in suggesting the Korean firm is reducing its orders.
Sales have apparently begun to slow at faster rate than expected, which has led Samsung to reevaluate its monthly orders to meet the reduced demand.
Holding out for a clone
The downturn in interest isn't a surprise as the post-launch demand dies away, but it may have been exacerbated by the fact Samsung has announced not one, but three new variations of the Galaxy S4 in the past month.
Of course Samsung has also come under increasing pressure this year from other manufacturers with handsets such as the HTC One and Sony Xperia Z stealing some of the limelight - and some of the customers too.
Game over for Galaxy S3?
Samsung is also mulling over the possibility of retiring the Galaxy S3 early, with the handset being relatively similar in design and performance to the S4.
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The fear is the Galaxy S3 could be another factor cannibalising S4 sales, although an exact time frame for the S3's demise hasn't been revealed.
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John joined TechRadar over a decade ago as Staff Writer for Phones, and over the years has built up a vast knowledge of the tech industry. He's interviewed CEOs from some of the world's biggest tech firms, visited their HQs and has appeared on live TV and radio, including Sky News, BBC News, BBC World News, Al Jazeera, LBC and BBC Radio 4. Originally specializing in phones, tablets and wearables, John is now TechRadar's resident automotive expert, reviewing the latest and greatest EVs and PHEVs on the market. John also looks after the day-to-day running of the site.