There were years when Apple would release a new iPhone that didn’t feel like a huge advancement, but sales were off the charts anyway. This year, we’re seeing signals that maybe, just maybe, people won’t be rushing to buy the new phone.

Shares in some suppliers have fallen 10 percent or more since the end of August, particularly after an analyst predicted that pre-orders for the iPhone 8 were “substantially lower” than for previous new models. Customers could be waiting for the X model instead.

Or, Bloomberg’s Alex Webb notes, people could just be ordering online or through the company’s upgrade program. The latest line of products has had so-so reviews. Investors could be cashing out.