It seems that the rumors are beginning taking its toll on Apple. Earlier today, citing Japans’s Nikkei, the Wall Street Journal reported that Apple might be cutting iPhone 5 supply orders due to low demand. And just a few hours after that, Apple’s shares were beginning to decline. According to Bloomberg Businessweek, stock fell as much as 4.5 percent to $497.

“It dropped to $520.30 at the close in New York on Jan. 11 and has lost 26 percent from a September record,” it said. Apple has yet to release a statement to confirm the reports. If the rumors are true, then perhaps the iPhone is indeed losing its “cool factor.” But on a different perspective, the move could also signify that Apple is preparing for a major launch, perhaps a cheaper iPhone, or an iPhone 5S or even an iPhone 6. Take these rumors with grain of salt, though.

Filed in Apple. Read more about iPhone and iPhone 5.

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