The idea that people are holding out for the iphone X is only telling part of the story. Apple has historically used the shock and awe strategy to quickly unload a massive inventory right after announcing the phones. This type of demand then translated into a long term sales strategy. This strategy is based around having the most amount of anticipation build up, announcing the device, and then immediately grabbing pre-orders and first week release in-store sales. They are actually killing off their own hype by: 1. announcing both models at the same time 2. making people wait two months (maybe even longer now) after announcing it. this puts diminishing returns on consumer anticipation 3. a lot of consumers will take information about the iphone 8 and translate it into the iphone X. if there is issues with software, those issues will be on people's minds when the iphone X is released. 4. two months of slow sales will have an immediate impact of not only word of mouth marketing dynamics but also using the stores themselves as a marketing tool. Slow stores is bad from a marketing standpoint.