Re: Apple copying Microsoft?
Indeed. They've effectively added some go-faster stickers on the iPhone 7 and called it the iPhone 8. Trouble is, the iPhone 8 is effectively now the iPhone SE for 2017. Full-on Apple fans won't really want it. It's the "make do" phone. They'll want the iPhone X, and best of all, Apple has cranked up the price on that. Insane genius marketing. You have to hand it to them.
I did some tappy-tappy thing on the keyboard about it all here - http://www.coolsmartphone.com/2017/09/13/the-apple-launch-just-like-that-the-iphone-8-became-the-iphone-se/