Consumer electronics chain JB Hi-Fi says trading conditions have been challenging in the three months to September, but that the launch of the iPhone 4S and other new releases are expected to boost sales.

Chief executive Terry Smart told the company’s annual general meeting on Wednesday that comparable sales for the first quarter of the financial year were down 3.5 per cent on the same period last year.

But total sales for JB Hi-Fi stores in the same period were up 6.6 percent from the same period last year.

“The launch of the iPhone 4S, solid music, movies and games releases and continued growth from the computers and accessory categories will assist sales in this quarter,” Mr Smart said.

“Whilst we expect underlying trading to remain subdued, we are still optimistic the Christmas trading period will be a successful one.”