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I like it but just was able to reserve the Plus for 11am so I will compare it to the 7 I got on Friday and see which will be the keeper.

I have a brightness issue on the 7, I am pretty sure Apple will resolve that.

I know what the new iPhones bring to the table so my expectations were fulfilled, not looking for the moon.
Better processor, camera, battery life etc.
 
I'm enjoying my 7+, coming from a 6s+. Not a huge change but still a nice phone, and I haven't had a chance to use it all that much yet. What I've noticed so far:

The fingerprint scanner seems to work better. Faster and more reliable, no far I haven't had a case of having to try several times, that was a pretty regular occurrence on the 6s+.

Home button -- it's nice that the click tells you your press has registered. As opposed to a physical button where you know you've pressed the button but you don't know if the software has registered it. Screen shots are a little more tricky. The button took a little getting used to but at the moment overall I'm liking it more. However if at some point the software flakes out and I can't get it to do a restart or something that might change my mind.

As others have noted, low light photos are better.
 
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I got 7 in matte black, coming from a 6+ in silver, and love it so far. Love the look of it, very stealthy. I've always gone with silver since ios 7, but got sick of the way it looked with the screen off. The matte black is like a stealth bomber, even hard to see the buttons sometimes. Also prefer the smaller size, if only for it being more comfortable to use with one hand and in a pocket. A few other random thoughts:
- Love raise to wake, a must have for me now.
- Stereo speakers aren't amazing, but way better than the 6+ and useable.
- Being able to use Siri hands free is a big plus for me as i use it a lot, and she seems to understand me way better, but that could be ios 10. Trying to set a reminder before drove me crazy as she could never get it right. Gets exactly what I say first time, every time now.
- Love the new home button, which surprised me.
- Screen looks great overall, but my 6+ is noticeably brighter and there's a touch of yellowing at the very bottom of the screen. I could be imagining it, but it doesn't seem as noticeable now. Will give it a few days and return it if it still bothers me.

There was nothing wrong with my 6+, but I'm glad I upgraded.
 
Loving the phone so far. Is it a big upgrade from the 6s? No but the launch event revealed that.

2 things I like are the improved battery and better camera. Headphone jack doesn't bother me and has spurred me on to finally buy those wireless headphones. I'm happy :)
 
I absolutely love this phone. I have the 7 plus matte black. I am coming from a 6. Right out of the box it blew me away.
 
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