I have an iPhone 6. I plan to get an iPhone 7. I am in a mood -- nothing to do with need -- where I like to upgrade my phone very 2 years. Android everything is fun, diverse, and completely wrong for my interests. I want stability and consistent functionality, over time with integration across computing devices. I value regular and fast updates. I am invested in Apple's "ecosystem" from Macs to iPad to iPhone to Apple Watch. My take on all the rumors of the iPhone 7 is meh, on a good day. But if the past is an indicator of the future -- and rumors are to be believed -- Apple's iPhone 7 hardware, however uninspired, will be as good or better than any option out there. And their hardware and software integration is unrivaled. Optimization. Say that for android with a straight face. I will also get updates directly from Apple, no matter my provider (at least in the U.S.). I know what to expect. I have nothing to hide -- most boring person on earth -- but kind of like their focus on privacy. I don't see anything better. Give me any (reasonably recent) iPhone, and I can still use google services and apps. Gmail: Got it, depend upon it. Google drive and apps: Core part of my life. Google maps: Nothing is even close. Google search: Duh. And although I haven't used an android phone recently, I read over and over that google apps and services on iPhone are just as good or even better on iPhone than android. What am I missing? I'm not really all that into customizations of non-functional elements. I have other things to do. Is the iPhone 7 exciting from what is leaked/rumored? No, not even close. Do I think Apple is putting forth their best effort? No way. All this distracting EU tax crap, painfully slow iteration of products, and maximal squeezing of profit across every product is nothing like the Apple I've known since the 1980s. Am I looking to buy their next boring phone? Uh, sure, nothing better, why not. How many of us are buying not because they are inspired but because there isn't anything better? Am I unique in my viewpoint? I doubt it.