The more I think about the iPhone 8, the more I wonder if people will be happy to buy the 7S at current prices now that it will be the mid-level device. Until now you could buy the latest iPhone and know you had the best. If you wanted to save money, buy last year's phone and it is still almost as good. Now, we have the unique position of buying a phone slightly better than last year but not as good as this year's for this year's price. But if you want this year's phone, you have to pay a lot more.
Selling people who are used to buying premium items that they will only get second-rate items for the same price now is a hard sale.
Selling people who are used to buying premium items that they will only get second-rate items for the same price now is a hard sale.