Originally Posted by Faust:
“In other words they are hood winking their loyal Apple fans who will go out and buy this phone thinking it's something new when in fact it's just a tarted up 6s 6s plus.”
There is always something better on the horizon. When the PC industry was growing up, your new machine was out-of-date almost within weeks - whether it be a faster processor, more RAM, better graphics, the pace of innovation was incredible. I could almost guarantee the next issue of my favourite computer mag would have something in there that I wish my computer had before I purchased it several weeks ago.
Nowadays all of that PC stuff has slowed to crawl almost, but the mobile stuff is the industry packed full of innovation - better chips, new ideas, major software revisions and feature bumps happening all the time in a vastly competitive landscape. It's your mobile phone that feels outdated within weeks or months when someone else brings out a new model with nice new things - whether its software, hardware or a combination of both.
The bottom line is tomorrow never comes if as a company you insist on releasing the perfect phone with all the technology you could ever want to include. The likes of Apple have to nail down a final cutoff date when both the hardware and software spec is complete. The whole process of readying these new devices for mass production starts many many months out. And beyond that cutoff window, you'll undoubtedly uncover new technology and new ideas that you will want to include in a future iPhone - but if you want to sell a new product this year you cannot go back and delay because you'll keep delaying for eternity.
I wouldn't be surprised if Apple has already finalised the spec for the iPhone 8, and while we're all dreaming about what iPhone 8 may have, their teams are already starting to prepare to begin work on iPhone 9.