I want to share with you my opinion... There is a great debate between the regular 7 and the plus 7... which one to chose and why? Do you really think this year the plus size will outsell the regular one ? i think that Apple is making a clear choice.. the direction is to push customers on the plus size... this year the differences between the iPhone Plus and the regular are more consistent... maybe apple want to prepare the customers for the future iPhone 8 dimensions? maybe they want to accelerate the transition, saying that the plus number of shipments mean that people prefer larger screen (and mobiles)?