Apple is to launch its new iPhone 5S today and the smartphone is set to be among retailers’ best sellers this Christmas.

The phone is expected to feature a fingerprint sensor and could be accompanied with a model aimed at the Chinese market.

Earlier this year John Lewis boss Andy Street predicted that its festive top seller would be Apple’s new launch.

He told Retail Week: “I’m not sure what the best seller will be this year – it depends if Apple launches a product later this year. If they do it will be that.”

The iPhone 5S launch comes as Apple faces increasing pressure from Samsung and other manufacturers of Android-based smartphones which are understood to have eroded its margins.

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Apple's new iPhone 5S opens up possibility of paying by fingerprint technology