The iPhone 5 has certainly been a hit but it doesn’t seem to have been the record-breaking, world-conquering hit that previous iPhone models have been. Part of this has been because many customers are still picking up older iPhone 4 and iPhone 4S models at reduced prices. And per Barron’s, UBS analyst Steve Milunovich thinks that part of the reason iPhone 5 sales have been “disappointing” is because an iPhone with a larger 4-inch display simply isn’t enough to get people excited in an era when Samsung is releasing phablets whose displays top 6 inches. “The data tell you the iPhone 5 is not a killer product,” Milunovich writes. “I think they need to offer new services, and hopefully integrate new fingerprint technology. There’s not going to be any excitement in this quarter… I think they got surprised by the interest in 5-inch phablets.”