For the last seven or eight years, Apple has followed a boring and predictable pattern. Every fall, a series of Apple execs are wheeled on stage in California to explain why the old iPhone is toast, the new iPhone is here, and you have to start waiting in line RIGHT NOW to go buy one.
It's a well-oiled and efficient process: the phone is shown on stage first; a week later, the first reviews come out from insiders, just to keep excitement up; one week after that, pre-orders arrive and stock arrives in stores. But for the launch of the iPhone 8, we might have to go outside our comfort zone.
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