Apple is reportedly preparing to cut its production numbers for the recently released iPhone 5C in half. According to a report published on Thursday by CNET, the California-based tech giant is scaling back its daily roll-out for the phone from 300,000 units to 150,000, a stark drop that suggests troubling cracks in the facade for Apple.

The past few years haven’t been the kindest for Apple, as the once-leading innovator in the smartphone, computer, tablet, and MP3 player markets has begun to suffer backlash for products that don’t push the envelope as much as their older ones did. Many have blamed the fall from grace on the loss of visionary CEO Steve Jobs, who passed away in the autumn of 2011. Whatever the reason, Apple and its iPhone ceded the ruling smartphone market share to Samsung’s Galaxy S4 earlier this year, and while the iPhone 5S – the other new iPhone released last month – is doing just fine, re-taking the spot as the top-selling smartphone, the iPhone 5C now seems dead on arrival.

One of the reasons for the phone’s failure could be the negative attention it has gotten from the media since it was announced. Leading up to the press event that unveiled the iPhone 5S and 5C models to the world, the smartphone industry was abuzz with speculation that Apple would announce two iPhones side-by-side for the first time ever. The first, the 5S, was expected, a sleek luxury-model phone that updated last year’s iPhone 5 with new features and a slightly-altered aesthetic.

The second, the 5C, was supposed to by Apple’s swipe at a cheaper, more consumer-driven market. But while the phone certainly looks cheaper than its aluminum counterpart, with a plastic, color-variant exterior, the prices didn’t reflect the consumer market the phone was supposed to claim. Models are still going for $99 and $199 (for the 16 and 32 GB models, respectively), and buyers aren’t willing to pay the still-premium prices for what is essentially the original iPhone 5 in a cheap plastic casing.

Ironically, the iPhone 5C was Apple’s grand attempt at winning back a portion of its lost market share. Now, even as Apple advertises the phone mercilessly, the model is lagging. The same can’t be said for the 5S, which actually has allowed Apple to regain ground that was earlier lost to Samsung. Anticipation for the phone had people camped out on the day of its release, and the 5S remains back ordered on Apple’s website, even as the 5C is overstocked. Furthermore, the two phones together set a record for opening weekend sales by moving 9 million units, suggesting that, maybe, Apple still has some gas left in the tank; if it wants to sell those 5C models, a price drop might be the way to go.