Apple is building up to the tenth anniversary of its game-changing iPhone brand and excitement is growing ahead of the launch of the iPhone 8, which will hopefully be later this year.
But it's not been that long since the company unveiled the iPhone 7. So if you're in the market for a new handset, should you get this or wait for the new model to be rolled out?
Well, the answer will depend on how much you are willing to spend and whether innovative new features are very important to you.
After all, ITPro has just reviewed the iPhone 7 and said Apple is merely treading water with this gadget. In other words, it does everything you'd expect an iPhone to do and is an “amazing device”, but there's “nothing here that we haven't seen before”.
“Apple must be putting a lot of innovation into the tenth anniversary iPhone, because there's none in this,” the review reads.
Apple's products are generally hailed for standing out from the competition and offering pioneering features and improvements that other brands can't offer.
But the iPhone carries such brand equity that maybe once in a while it can afford to play it a bit safe, particularly if Apple wants to make the most of the landmark anniversary that's coming up soon.
The fact that the iPhone 7 offers better speed and responsiveness than its predecessor is, quite frankly, the very least that most of us were expecting when the handset was released last year.
But the most ardent gadget lovers will be expecting much more by the time the tenth anniversary rolls around and details of the iPhone 8 are made public.