Apple iPhone numbers—more than meets the eye?

Apple announced iPhone sales topped 9 million, setting a new record; however, some analysts claim it's not fair to compare the data to prior releases.

Alex Gauna, senior analyst at JMP Securities, is such a skeptic. He said he's not popping any champagne over what doesn't seem to be a fair apples-to-apples comparison.

Gauna said the discrepancy is this rollout includes the 5C, while last year's figures make no mention of the 4S. Another difference is the inclusion of a China launch which the company didn't include during the same weekend last year.

(Read more: Here's how much it costs Apple to build new iPhones)

Apple iPhone 5c devices
David Paul Morris | Bloomberg | Getty Images
Apple iPhone 5c devices

"Investors should be prepared for the bloom to come off the rose a few months out," said Gauna.

Gauna expects Android to outsell Apple this holiday season.

(Read more: Apple, China Mobile deal may be coming soon)

Apple Chief Executive Tim Cook has said 2014 will be a big year for the company, so that may mean more upside in new products.

—By's Christina Medici Scolaro.