That is false. Now, more than ever, the pressure is on. The more units they sell on a launch and the more records they break, the harder the pressure is the next year to top it. As the market reaches a maturation point, growth is going to be harder and harder to maintain.
Apple has everything to prove, today more than last year. And next year will be even worse.
Because the first time they miss breaking that record of pre-orders/launch day sales of units, you won't hear the end of it.
They have everything to gain from manipulating the media images and creating a buying frenzy and that is what they have been doing with the iPhone for the last few launches.