The mobile phone wars have become a lot like politics, with battling Democrats and Republicans, said Rob Janoff, the designer of the Apple logo and an independent branding and design expert based in Chicago.
"You can't carry that magic forever," Janoff said, but that does not mean consumers should dismiss mature brands. "I think people have to accept that companies that are out there, they age."
Last year when it launched its previous version of the iPhone, Apple sold 9 million iPhone 5Ss and 5Cs in the first three days in stores. But drawing a comparison with the iPhone 6 is tricky as sales are based on availability, and Apple has not shared comparable details.
Also, this time the iPhone is not launching in China on Friday, unlike last time, Shannon Cross, an analyst with Cross Research, explained.
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Many customers will need to wait until next month for their new iPhones after Apple logged a record 4 million first-day pre-orders, double the number for the iPhone 5 two years ago.
Errand-service TaskRabbit said more than 500 people in the United States and London have hired individuals at $25 an hour to stand in line at Apple stores to grab the new iPhone, up 43 percent from requests during the iPhone 5 launch two year ago.
Apple's iPhone is "easily broken and expensive to fix," said Jim Jackson, a 55-year old from Phoenixville, Pennsylvania, who participated in the survey.
"Apple is following Samsung at this point in terms of design," Jackson added. "A couple of years ago they were making fun of Samsung because Samsung grew big and now they've gone big," he said, referring to the 4.7-inch iPhone 6 and 5.5-inch iPhone 6-Plus that will hit store shelves on Friday.
That was the only area where Riggle saw innovation at Apple.
"The only new idea they've come up with is that they're adjusting the size of their products," she said.