Apple may sell more than 100 million iPhone 7’s by the end of the year, analysts claim, with some predicting it will be the biggest-selling iPhone model yet. Initial stocks of the iPhone 7S quickly sold out in the US, China and the UK across launch weekend – how could media expectations have created such flawed expectations?

Making the right call

“We have seen substantial anecdotal evidence that iPhone 7/7 Plus preorder demand is up year-on-year throughout the U.S. market, while 7 Plus preorder demand looks strong in multiple geographies based on wait time data from various Apple websites in international markets,” Raymond James analyst, Tavis McCourt, told clients Friday.

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