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The phones are not 2017 "flagship" caliber. Yet they went up $50 on their base model. They have horrifically large bezels that I was complaining about last year. It's really uncomfortable on the Plus models. They've been rumored to go to OLED for years now, and yet couldn't get their supply chain ready in time, so we're back to LCD. There's just too many OLED phones on the market and most of them are incredible displays with super thin bezels. Their stupid obnoxious tween marketing for things like animojis and studio mode are not going to get people rushing in line for these things.
Apple still has the best OS on the market, the best CPU under the hood, and a lot of nifty hardware advantages like Taptic, 3D Touch. They've made some ridiculous hardware decisions over the past two years that have been costly to their customers, and maybe this is the year it will bite them in the ass.