After 10 years, the iPhone business is displaying signs of maturity. The days of significant sales growth are in the rearview mirror. The upgrade cycle is getting longer as it becomes that much harder to get people to upgrade their iPhones. Apple was faced with a choice: Stick with the familiar and
https://www.aboveavalon.com/notes/2017/10/31/iphone-x
* culminating with iPhone 8 Plus outselling its smaller iPhone 8 sibling