Back in September, Apple announced three new phones. Two of which share the lion’s share of design aesthetic with two previous generations of iPhone, and another that drops the bezels and opts to adopt a whole new design. The iPhone 8/8 Plus is certainly a worthwhile upgrade in its own right, but the shadow of the iPhone X is impossible to ignore.
And it’s not like this is some kind of surprise for Apple, either. They knew that most people who were preparing to upgrade their iPhone would want to switch to the flagship model. And anyone who is planning on switching to the iPhone is probably doing it for the iPhone X, and not so much for the iPhone 8.