Maybe in preparation to get off the annual release cycle, that has seemed rather forced lately? If this generation stays the latest one longer than previous gen

Maybe in preparation to get off the annual release cycle, that has seemed rather forced lately? If this generation stays the latest one longer than previous generations, having it called "7S" instead of "8" would be a permanent reminder of the fast iterations of the past. Apple's central brand value has been the promise that everything that looks good in an announcement also works good in practice, better be last and best than first and worst. But they are bound to lose that if they force themselves to fill one "new iphone!"-presentation year over year even when the smartphone is mostly done.