The problem is especially acute for the two traditional iPhones hitting the market this year, the iPhone 8 and the larger 8 Plus, which are priced at $699 and up and will begin shipping this Friday.
The 8s look almost identical to the iPhones 7, 6S and 6, a model introduced back when Donald Trump was still hosting a reality TV show. To make matters worse, both are overshadowed by the $1,000 all-screen iPhone X, which Apple considers the foundation for the next iteration of the iPhone. That model ships in November, and reviewers have not yet had a chance to use it.

