The aim of this final paper is to present a life cycle of a product through different stages, in this case the iPhone X. When it comes to life cycle it is clear that the „birth“ of the product is necessary. Accordingly, the growth phase follows where the goal is for the company that placed the product on the market to at least return all the money that was spent on materials, production, promoting in order to familiarize customers with the new product. Every company would like the maturity phase to last as long as possible, for the reason that in that phase profits are maximized, in other words costs are reduced to minimum because larger quantitites of production materials are purchased, product sales are increased, and all of that results in increased profit, which every company wants to achive. The phase of decline comes when the product dies, in other word when it ceases to have its purpose of existence or when production stops. All of that experience iPhone X, model from Apple Inc went through it. For this product the indroduction phase did not last long because when Apple announces the arrival of a new device, it is present all around the world because today there is almost no person who has not heard of their brand. The life cycle for mobile devices does not last long because competitors are constantly releasing new products that are better and more suitable for consumers. It is the same with the iPhone X and in addition, Apple had a problem with the product's price being too high. The decline phase ended in the moment when production enden, regardless of whether it is possible to buy and own said model today.