Blame it on the waiting game or on resurging competition, but the cold truth is that sales of the Apple iPhone were not as spectacular as some might expect, and this may be a cause for concern at Curpertino.
According to data compiled by research firm IDC, Apple's share of the burgeoning Chinese smartphone market decreased by almost half between April and June to 10 per cent.
87 million phones were sold in that quarter in China with smartphone shipment accounting for more than half that at 44 million. This means Apple sold around 4.4 million phones over that period.
The fact that many have been waiting for Apple to launch its new iPhone might explain the decline, but some point out that competitors like Samsung and Lenovo have played their part - piling pressure on Apple by adding more SKUs and more models.
The next Apple iPhone, commonly known as the iPhone 5, is expected to be launched at an event in San Francisco on the 12th of September.