New iPhone designs have been the worst kept secret since...
2010
2012
2014
They were leaked months ahead of the announcement no later than May. It is August now. The only time Apple ever surprised me was when they announced the first iPhone. It was the only time Apple surpassed the renders leading up to it.
The iPhone SE was something that came unexpected because not everyone expected Apple to release an iPhone in March. But I heard about a small iPhone for over a year now. SE was two things for Apple. To cater to the compact phone market. And to guinea pig test using the same design a third time.
5 - slate & silver
5s - replace slate with space gray, add gold
SE - add rose gold
The latter two got a different home button with Touch ID.
I don't get why nobody bats an eye if a MacBook, iPad, and iPod touch look the same for a few years while an iPhone is expected to look different every two years? A double standard for iPhones. Same double standard when SE gets praised when it is a 2012 design but 7 gets criticized because of some stupid rear back that looks like the 6 that usually is covered up with a case.
Then nobody wants to notice the iPhone 7 for water-resistance, wireless charging, dual speakers, and removal of the stupid physical home button that wears out because iOS lacks a back action since some people are too busy whining about the removal of that 3.5mm headphone jack. These insecure, reassurance threads makes me laugh. So shallow and petty. I don't even like Apple but I gotta laugh at their haters and cynics.
The best kept secret goes to the Nintendo NX right now. Nintendo really has kept it under wraps what it looks like. Best is to lower expectations and don't overthink it so we can be surprised. But what we see from these leaks is usually what get. Apple iPhones have generally lacked secrecy since January 2007 which was the only time Apple surpassed our design expectations.
2006 mockups of the original iPhone