Apple hasn't innovated on its flagship smartphone since the iPhone 4, but a strong brand and loyal customers mean that the company doesn't need to do anything "dramatic" with the iPhone 7 for it to sell well, analysts have told CNBC.
The U.S. technology giant is holding its annual event on Wednesday where it is expected to unveil the iPhone 7, which will see the removal of the headphone jack, waterproofing, new colors, among a number of other features, according to numerous reports.
Analysts note that the iPhone 7 is just a minor upgrade to the iPhone 6s, but that won't necessarily point towards terrible sales.
"They haven't innovated since the iPhone 4, they've made different colors, they've made different sizes, but they haven't made anything that's world breaking," Dan Collins, chief executive of CCO Global, told CNBC Wednesday.
"The iPhone 7 will sell well of course. It won't sell well because of innovative features. But it will sell well because of the 93 percent adoption rate of iPhone users to buy a new device, and the marketing machine that Apple has always brought to their efforts. Easily influenced consumers will feel the need to have the 'latest Apple device' and upgrade – as has always been the case with iPhone consumers," Collins added in a follow up email.