Apple is going to "lessen the impact" by calling the phone the Anniversary Edition, thereby ensuring that it's marketed as a status symbol—which will "justify" an exorbitant price. Seriously, how could they come out with a 7s and an 8? That makes no sense whatsoever. They're coming out with the 7s and the Super-duper-kickass-be-the-envy-of-your-friends-while-you-empty-your-checking-account Edition. The phone is going to be positioned to stockholders as gravy on top of the profit the company will make selling the normal upgraded model. There will be no deals on price. They won't need to offer any deals.