“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.

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