Apple reports earnings after the bell

Samsung Note 8

For the company's fiscal fourth quarter, which ended September 30, Apple reported earnings of $2.07 a share on revenue of $52.6 billion. However, the situation is expected to be even worse with the iPhone X due to the number of pre-orders taken by Apple and Aussie telcos as well as a smaller shipment of units. While Apple has dabbled in expanding its promotional strategy before-like when it blitzed the fashion industry trying to sell the Apple Watch as a fashion statement as well as a device-this kind of all-out promotion is very new for the company, so we'll have to wait and see how it pays off when retail sales begin Friday. In after-hours trading, shares of Apple are up a tad more than 3%. Analysts on average were expecting $84.18 billion, according to Thomson Reuters I/B/E/S.

Rosenblatt Securities also has reason to believe that Apple processed more than six-and-a-half million pre-orders, including some registrations without payment, for the iPhone X in China over the first three days.

Apple reported 34% increase gains in revenue for its services category, which rose to $8.5 billion for Q4.

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The iPhone X officially goes on sale tomorrow, with prices starting at $1579.

Making the iPhone X is proving to be a challenge because it boasts a color-popping OLED screen, which isn't as readily available as standard LCD displays in other iPhone models.

GBH Insights analyst Daniel Ives said strong worldwide demand for the new smartphone, along with "complex production issues", meant the iPhone X would remain in short supply until April or May next year. Device sales reached 46.677 million for iPhone, 10.326 million for iPad and 5.386 million for Mac. That would be slightly better than the same time previous year.

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The redesigned Apple iPhone X gets rid of the Home button and adds a 3D face scanner.

Apple has just published its financial results for Q4 2017.

If Apple falters, investors are likely to dump its stock after driving the shares up by 45 percent so far this year on the expectation that the iPhone X will be the company's biggest hit yet.

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