If Apple had released the iPhone 7 in place of the iPhone 6S in 2015, it would probably have been the phone of the year.
We're all used to the pattern of the S variants where there are minimal changes, but the myriad of changes on the iPhone 7 would have been fantastic in place of the iPhone released a year and a bit ago.
See all Apple iPhone 7 deals
Instead the upgrades for the iPhone 7 didn't have such an impact in 2016 and it's already starting to struggle to keep up with phones released at the start of 2017.
There's a brighter and more colorful screen, a waterproof design, dual speakers, and a boosted 12MP camera, but it doesn't keep up with what most Android manufacturers are achieving at the moment.
Apple has also changed the home button from a clickable entity to something that responds to pressure, lost the headphone jack and included a 256GB storage model.
If Apple had released this in 2015, it may have cast off the 'tick-tock' mentality of keeping the smaller upgrades confined to the S variants and shaken up the iPhone cycle. But that didn't happen, and now the metronomic quality of Apple's upgrades seems to have come to a halt – or the pendulum is stuck.
After the bigger iPhone? Check out the iPhone 7 Plus review
We've also ranked all the iPhones in our best iPhone roundup
The best iPhone 7 deals in the UK this month
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