The answer is very simple. Money. Why there was for four years the same phone design (minor tweaks does not count) all over again? Because stretching the product. They could make it thinner, no doubt. They are not lying. The statement "LCD cannot be bend like OLED" is bulletproof but nobody said they can't make the bezels thinner The problem is that when they tried to make an iPhone for everybody they've made a mistake and made cheap 5C which was only 100USD less than premium phone. Bad strategy - uderestimating people. This time it is almost the same as Xs. This year they are trying to push owners of "legacy" iPhones for a new design. To adopt the newer design faster. Why? Who knows. I guess it is the same reason as before ... because they want to have two seperate buyers and spread iPhones towards more people. So the answer is that iPhone Xr will be here for another 2-3 itinerations like X before they change the design. But with minor tweaks like thinner bezels, second lens (when the other get 3 lens) etc. It is not inovation ... it is fragmentation to please shareholders. To make more money.