“The smoke has cleared and the dust has settled following a series of reports on Tuesday covering Apple’s upcoming new iPhone 7 and iPhone 7 Pro, or whatever they end up being called,” Zach Epstein writes for BGR. “The reports, which were almost certainly planted by Apple’s PR team, made it clear that the new iPhones launching this year will not be major updates. Instead, they’ll be minor updates just as we’ve seen in leaks. It looks like the photo that seemingly gave us our first look at a real iPhone 7 was indeed likely genuine.”

“Here’s the thing: Strategically, now is the perfect time to make this huge change and wait another year before launching a redesigned iPhone,” Epstein writes. “First of all, next year marks the tenth anniversary of the original iPhone. There’s no question Apple was going to save its big new launch for 2017, and according to rumors it’s indeed going to be big.”

“But there’s another important consideration here,” Epstein writes. “2016’s iPhone 7 and iPhone 7 Pro launch will mark two years since the iPhone 6 and 6 Plus were released… So beginning in September and carrying through the following quarters, tens of millions of people will be due for an upgrade.”

Read more in the full article here.

MacDailyNews Take: Or maybe Apple’s just setting the bar nice and low after being burned by tough compares all year (admittedly the company’s own fault for being years late with properly-szoed iPhones, but still). Under-promise and over-deliver.

SEE ALSO:
Apple iPhone 7 to offer ‘only subtle changes’ beyond dumping 3.5mm headphone jack for Lightning connector – June 21, 2016
Are leaks suggesting iPhone 7 will be ‘boring’ Apple’s attempts at misdirection? – June 17, 2016
Yawner? Apple’s 2016 iPhone 7zzz – May 26, 2016
Survey: Consumers are more excited about Apple’s ‘iPhone 7’ than they were for iPhone 6s – May 4, 2016
Why Apple’s iPhone 7 doesn’t have to be a ‘disappointment’ – May 3, 2016
Analyst: iPhone 7 set to be a disappointment, as Apple holds back for iPhone 8 – April 26, 2016
Why the 2017 iPhone will be made of Liquidmetal – April 18, 2016
Professor behind Liquidmorphium Turing Phone invests in Liquidmetal, named to Board, enters into cross-licensing agreement – March 14, 2016
The Turing Phone is not made out of Liquidmetal – July 15, 2015
Why does Apple keep extending their partnership with Liquidmetal? – June 25, 2015
Apple extends Liquidmetal exclusivity deal through February 2016 – June 23, 2015
Two new Liquidmetal patent filings from Apple revealed; list watch and jewelry among potential uses – April 23, 2015
Liquidmetal’s Apple alliance yet to bear fruit – September 30, 2014
Apple’s new Liquidmetal-related patent sparks speculation – July 7, 2014
Apple patents method for embedding sapphire displays in LiquidMetal device chassis – May 27, 2014
Liquidmetal-Visser agreement paves the way for more rapid adoption of amorphous metal manufacturing – May 21, 2014
Apple extends Liquidmetal exclusivity deal through February 2015 – May 21, 2014