Well here's a question for you, do you think there are going to be "supply constraints" for this device? Are they going to to be only able to make limited amounts so they have to price it at "luxury" price points so to cut back the number of potential customers?.
The Galaxy S8 and Galaxy Note series are sold in the quantities Apple would call "limited". If Apple only as many iPhones as Samsung did the Galaxy S8, it could make the iPhone 8/Pro/X the flagship.
Because we want Apple to be fantastic again, we want to believe, want to love. But, at best they're coasting, at worse falling behind the industry in innovation
If you close your eyes and ignore the A-series processors, AR Kit, ProMotion, Metal, Swift, AirPods, dual camera on iPhone 7 Plus, Apple Pay, Apple Watch, TouchID, Continuity & Handoff, the 5K iMac and the 18-core iMac Pro, then I suppose you could think they're "coasting" and maybe even "falling behind the industry".
Some of us live in the real world though.
Yes, Microsoft is making some very nice devices, Spotify is doing very well in music streaming, and the tiny bezels on the Samsung S8 are all great things from companies that aren't Apple. But let's not pretend Apple isn't contributing it's own great ideas into the mix and leading in many areas, simply because we don't have Steve Jobs announcing the products.