Can Apple break new iPhone sales records again? (BLOG)

(USATODAY) LOS ANGELES - Apple has sold a record-setting 180 million iPhones since September, 2014. Can they do it again with the new iPhone...

(USATODAY) LOS ANGELES - Apple has sold a record-setting 180 million iPhones since September, 2014. Can they do it again with the new iPhones being announced Wednesday?

The new, larger screen iPhones helped the company sell 36% more units during the iPhone 6 cycle than for the 5S and 5C models, which added fingerprint sensors to access the phones.

Apple re-designs the iPhone every two years, and in off years, of which 2015 is one, adds new features to entice customers. This year it’s an improved camera and “Force Touch,” a series of shortcuts meant to streamline the user experience.

A customer celebrates his purchase of a new iPhone 5S as he leaves the Apple store on Sept. 20 in Oberhausen, Germany. The new iPhone 5s and 5C went on sale today around the world.  Frank Augstein, AP

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Those features aren’t enough for an 36% encore, says Gene Munster, an analyst with Piper Jaffray, who expects a modest 4% rise in sales.

Each new iPhone model has outsold the previous one, even if most of the excitement for the new iPhone is for the re-designed models.

“Tons of people didn’t buy the iPhone 6 because their contracts weren’t up yet,” says Tim Bajarin, an analyst with Creative Strategies.

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For many consumers, it may take them two years just to get around to buying the new one, adds Munster.

Because of two-year contracts with wireless companies, many consumers aren’t able to break free immediately.

The big feature Apple hopes will spur sales of the iPhone 6S is reportedly their pressure-senstive technology, 'force touch. Jefferson Graham previews. ' Sean Fujiwara

It’s the timing of the contract, more than the new features, that motivates them to buy, says Munster.

“The features really don’t matter. It’s a new iPhone for them. That’s what really resonates. The latest and greatest.”

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Apple has sold over 750 million phones since launching the product in 2007, but still ranks in second place for market share after Google’s Android system of phones, which has 82% share, according to market tracker IDC.

The new iPhone this year is expected to have a greatly improved camera, with a 12 megapixel image sensor, the ability to shoot higher-resolution 4K video, an improved processor and the Force Touch shortcuts.