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It's quite ironic that Zhang's already forecasting demand when the lowest price (and possibly most popular) new iPhone, the iPhone XR, isn't even available for pre-order until October 19th. Some of the tech pundits are already listing it as the most exciting. Here's a report from Marques Brownlee from the 2018 iPhone launch event:
The fact that this minor issue is getting this level of attention just points to the lack of an "Antenna-gate" issue with the iPhone 8 or iPhone X.
The typical media storyline for iPhone is:
Media iPhone Launch Calendar:
T-minus 1 Year : "Projected new iPhone features stories"
T-minus 9 months : "Production issues"
T-minus 6 months : "Detailed drawing and mockups of new iPhone"
T-minus 3 months : "Pricing woes, why Steve Jobs would hate this, detailed options (colors, configuration) and competitive threats"
T-minus 1 month : "Samsung and other Android new flagships comparisons with unreleased iPhone: features, pricing and performance, etc."
iPhone introduction & launch : "Exceptionally Low or Exceptionally High demand stories." Often based outdated metrics like lines at Apple stores.
T-plus 1 month : "Antenna-gate based stories"
Filler stories at anytime in the year: Why Apple has peaked, Death of Apple, Apple is not innovating, etc.
Here's the link to the develop's guidelines: https://developer.apple.com/library/content/documentation/UserExperience/Conceptual/OSXHIGuidelines/AbouttheTouchBar.html