iPhone 6S Pre-Orders Lift Apple Inc. Stock, But Not All Impressed

Touting strong if even surprising customer demand, Apple is on pace to surpass the previous weekend record for pre-orders of its iPhone 6S and iPhone 6S Plus. Despite this bullish sales development, which sent shares higher on Monday, some analysts have turned negative on the stock.

Customers keep lining up to purchase iPhone

Apple shares closed up $1.10 at $115.31 Monday, up near 1 percent, as the company said its core product sales was on track to eclipse the previous 10 million unit first-weekend record that was set in 2014.

"Customer response to iPhone 6S and iPhone 6S Plus has been extremely positive and preorders this weekend were very strong around the world," the company was reported to have said in a statement. They noted that demand for the iPhone 6S Plus in particular has been "exceptionally strong," as the wait time to purchase the iPhone 6S Plus in China is reported to be three to four weeks.

The year over year comparisons are not exactly perfect, however. "Last year, it started on a Thursday night at midnight. This year, because of a late Labor Day, is was Friday night," BTIG Tech analyst Walter Piecyk told CNBC's "Squawk Box" in a Monday interview. "So we don't know what the comp is, whether they have to wait through the end of Monday to find out exactly what the actual number is going to be."

Can iPhone features keep propelling never ending sales growth?

Murmers can be heard among investors that the pace of new phone sales could slove as standout innovations become more difficult to come by. The new Force Touch feature is force-sensitive technology that allows Apple users to “peek and pop," a way for users to preview content with a light touch or open it with a heavier touch. Piecyk said Apple’s new Force Touch incorporated in the iPhone might not be enough on its own for users to upgrade, then added "from a functionality [standpoint], it's actually great. It is really going to change the way people use the iPhone. It's going you save you time, and that's what people really care about."

Trading consultant Andrew Keene isn’t that excited. Looking at the charts, he sees the stock moving lower and has purchased a put spread to express his market idea. "If Apple rolls over, this is a great way to play it in the short term," he said in a CNBC interview, looking for the stock to move to $105.

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