An analyst has claimed that Apple’s upcoming iPhone 7 won’t have, “...many attractive selling points”, when it hits shelves later in the year.
Ming Chi Kuo, from KGI Securities, is perhaps the most well known and accurate analyst when it comes to Apple's plans.
He reckons that the lack of killer new features in the new device could see overall iPhone sales in 2016 come in lower than 2014.
His worst-case scenario projections point to Apple selling 190 million iPhones this year.
While that may sound a lot, such a figure would represent a colossal 18.6% annual decline.
Most analysts, however, put the predicted figure for 2016 sales between 210 and 230 million.
Kuo has warned that without offering a major design change with the iPhone 7, Apple risks being left behind by the competition.
Samsung and LG have already released critically and commercially acclaimed smartphones this year.
Reports in recent weeks, including from Kuo, have suggested Apple is looking to 2017 for a major refresh of its iPhone brand.
Next year’s device, dubbed either the iPhone 7s or iPhone 8, is thought to feature an OLED screen and all–new glass chassis.
The iPhone 7 is set for an autumn 2016 launch, with minor design tweaks and an improved camera.