Nick Heer, writing at PixelEnvy, speculating about the new iPhones coming out this fall:

If past years are any guidance, the iPhone 7S should be a respectable update, even if it lacks a new hardware design.

If there are any — any — new iPhones this year that have the same hardware design as the past three years in a row, I’m going to be disappointed. I don’t consider the iPhone 7 design to be sufficiently different from the previous two iPhones (the 6 and 6S) to warrant another year of design change dearth.

Gruber and entourage are madly curious about this purported “pro” iPhone, but the vast majority of us would consider the upgrade decadent in the same way that we consider the Apple Watch decadent. You have to have a smartphone but you don’t have to have an exorbitantly fancy smartphone. That requires justification and mental persuasion; and many a person, including multimillionaire CEOs, will not even consider obtaining said “pro” iPhone. Stated another way, the only iPhone that matters in terms of the 80/20 rule is the 7S. But it better not be called that, because it better be a brand new form factor.

If you sense an edge in my tone it’s because I know I’m probably wrong. Apple will probably announce a 7S in September that has only minor outward differences and hype it like it is a new thing. The media will say Apple is off its rocker. The pundits who literally don’t have to worry about budgets will disagree as they gloat over their overpriced decadent “pro” iPhones, but they’ll be wrong, because they’re not living the lifestyle of the average American price-conscious consumer and they’re out of touch with reality.

It feels like how John Buford felt on July 1 in the movie Gettysburg. I can see it coming; it is as though it had already happened.