Preparation

Beautiful new phones by Nokia. With no release date.
It’s clear all of Apple’s competitors are announcing their new products ahead of Apple’s September 12 event.
The thing is, whether or not Apple explicitly announces a new product event, everyone and their mother should know when Apple is dropping a new product. Their product refresh cycle is very regular. Hell, MacRumors has a Buyer’s Guide (for at least the 8 years I’ve been visiting their site) to find out when you should expect new versions of each device Apple makes.
So we’re now into year 5 of regular iPhone releases and these clowns still aren’t ready? No excuse.

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