“The latest ‘iPhone 7’ video, if accurate, means that Apple is for the second time in two years focusing almost exclusively on internal upgrades — this time, notably on the camera,” Brooke Crothers writes for Forbes. “Assuming the extended video (via Chinese microblogging site Weibo and NWE) is accurate, the 4.7-inch model of the iPhone 7 looks a lot like the iPhone 6s and is essentially the second ‘s’ upgrade, which would be unprecedented for Apple.”

“Headphone jack-less speculation aside, it’s a given that any new iPhone will have an improved camera. But ‘a better camera’ is not a novel marketing message — unless that camera contains groundbreaking new tech,” Crothers writes. “Some rumors (albeit sketchy at this stage) point to a 5.5-inch version of the iPhone 7 with a dual lens camera.”

“That kind of step-up in camera tech would be enough to keep Apple competitive and possibly even set the stage for the mainstreaming of dual-lens smartphones,” Crothers writes. “But, as of mid-July, that’s still a big ‘if.'”

Read more in the full article here.

MacDailyNews Take: Keep talking it down.

As we wrote last month: “The lower the expectations are set for iPhone 7, the more spectacularly they will be exceeded.”