Apple is a cold-blooded killer.

The tech giant snuffed out the 3.5mm headphone jack in one fell swoop last year and signaled the beginning of the end of the home button with the iPhone X.

In its latest move, Apple has quietly discontinued the 256GB iPhone 7.

While it pulled the high-capacity iPhone 7 on Sept. 12, the same day it unveiled the iPhone 8 and iPhone X, it wasn’t generally known until Mashable reported it Monday.

This means that consumers who are looking to Apple.com for a high-storage iPhone option will now only be able to choose between the iPhone 8 and the X.

However, the 256GB model is still available at wireless carriers while supplies last. While the high-capacity iPhone 8 will run you $850, the 7 with the same storage costs $100 less.

If Apple’s strategy was to move customers toward a purchase of the iPhone 8, it doesn’t seem to have worked too well.

The iPhone 7 is still reportedly outselling the iPhone 8 a month after the new model’s release, driving the Cupertino, Calif., company to slash orders for its iPhone 8 by 50 percent.

The lack of interest in the iPhone 8 can be attributed to two main factors.

The first is that the iPhone 8 looks a lot like the iPhone 7, and aside from having wireless charging and faster processors, it hasn’t done much to differentiate itself from its predecessor and get customers rushing to upgrade.

The second is the $1,000 gorilla in the room: the iPhone X. With the release of Apple’s “future of the smartphone” looming on Nov. 3, the iPhone 8 was stuck in no man’s land when it hit stores in late September.