There is a sense of pride in the fact that I can say that I have owned every single iPhone generation since the beginning. But if Apple becomes stagnant in innovation, it is going to become more difficult to want to own every new iPhone generation. Don't get me wrong; I haven't owned every iPhone for my own ego even though upgrading each year has become a part of me, I've owned every iPhone because Apple did enough to warrant my wanting to own the newest model every time without fail. The major selling points down to the minor touches all ended up leaving me satisfied with my decision to upgrade -- even during S years. The problem with iPhone 7 is that the rumored version is losing more than it's gaining. Apple has to have a killer feature up its sleeve for the iPhone 7 to sell, especially since they are saving the radical redesign for iPhone 8. (That's assuming they even stick to the numbered moniker -- if Apple is indeed moving to a three-year cycle for new iPhones, now could be the time to come up with a new naming strategy beyond numbers. After all, we'll sound pretty ridiculous saying iPhone 14.) Will iPhone 7 be par for the course: just a faster phone with a slightly-evolved camera and a similar chassis, with less new features than we're used to seeing even in S years? Or can Apple overcome the anti-hype that has built up for the iPhone 7 around the exclusion of the headphone jack and turn even that omission into a reason to own the phone? Right now it's looking like it will be the former, and it will be real shame if there isn't enough incentive for enthusiastic owners since day one of the iPhone to want the upgrade this time around. It can be argued that there is less that can be done every year, but that is more reason to innovate and add new features people didn't realize they needed. Rather than become less innovative, Apple should take the fact the smartphone is reaching idealistic levels as an opportunity to do more.