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Shira Ovide

IPhone Sales Cycle Is Looking a Lot Less Super

Analysts are settling in for a slightly more modest increase and hoping higher prices will pick up the slack.
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Photographer: Justin Sullivan/Getty Images

Remember the hype about the iPhone "super cycle?" Wall Street doesn't. 

There was a popular investment theory that Apple's 2018 would be something like a repeat of 2015, when the first larger-screen iPhone models flew off store shelves. Apple sold 231 million iPhones in its 2015 fiscal year, or 37 percent more than it did in the previous year. Apple hasn't topped that annual total since then.