There's a new sign that Apple expects iPhone 7 sales to be disappointing

Usually, after Apple releases a new iPhone, it puts out a breathless press release about how many people pre-ordered it on the first weekend.

For example, last year: 

"Sales for iPhone 6s and iPhone 6s Plus have been phenomenal, blowing past any previous first weekend sales results in Apple's history," said Tim Cook, Apple's CEO.

And 2014: 

Apple today announced a record number of first day pre-orders of iPhone 6 and iPhone 6 Plus, the biggest advancements in iPhone history, with over four million in the first 24 hours.

This year, Apple won't be announcing pre-release numbers, possibly a sign that it expects iPhone sales to be muted. Apple says it won't release the numbers because the pre-order statistics will be dictated by supply, not demand. 

Analysts expect iPhone sales to be roughly flat through the end of the year.

Here's what Apple told CNBC: 

We'll have to wait until Apple reports its quarterly earnings to see whether the iPhone 7 and iPhone 7 Plus is selling well. 

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