How Apple is managing the iPhone buying dilemma ↦

So here are the iPhone 8 and iPhone 8 Plus, in stores at last. But this time things are a little bit different—the hardest of the hard-core iPhone buyers are sitting out Apple’s annual roll-out of the latest iterative improvement to the iPhone. Of course, that’s because the iPhone X—a cutting-edge model that offers more than iterative improvement—is looming on the horizon.

This leaves Apple, the iPhone, and the people who buy it in a fall unlike any we’ve seen in some time. And in surveying people I know—hard-core Apple fans and casual iPhone users alike—I’ve been surprised at how different people are reacting to the different buying choices Apple is offering this time around.

Continue reading on Macworld ↦