Choosing a new iPhone used to be easy. Apple premiered big changes with a new model number (say, “iPhone 4”) and made subtle changes next year in an “S”-branded sequel. Each year’s iPhone was either a tick or a tock, and once you bought in, you could upgrade every two years with either the redesign or the refinement.
Now iPhones are on a tick-tock-tock cadence, either matching or causing user shifts toward longer, three-year upgrade cycles. There were so many similarities between the iPhone 6, 6S, and 7 that it’s hard to remember how they changed, even though each was “the best iPhone ever” when it came out. Having spoken with many users of older iPhones, my sense is that people are so satisfied with