Apple is hoping to put to bed the idea that it has passed its peak with the release of its latest smartphone, which will boast a number of improved features, such as a dual camera and an even slimmer handset - while the headphone jack is expected to become a thing of the past.
However, the new features were not enough to assure Betway that the iPhone 7 will sell as well as previous incarnations.
“Over 4m iPhone 6s were swept off the shelves in the first 24 hours of release in 2014, but the forecast for the next generation looks bleak," said Betway's Alan Alger.
“While Apple still has its core fan base, shipments of their products slumped at the start of 2016 and there hasn’t been much of a buzz around their forthcoming release. Not least in the betting, where punters are as confident as 1/7 that the iPhone 7 won’t reach 4m sales in the first 24 hours when it hits the shops.”
Concerns about 'peak Apple' were raised in January this year, when the tech giant's chief exec, Tim Cook, warned that iPhone sales were set to decline for the first time, blaming global economic problems.