The hype is huge. My Facebook feed is already packed with people announcing they're tossing their iPhone 7's the day they can get their hands on an X. I know it sounds like lunacy to regularly sensible people, but Apple are banking on high-earning, instant gratification "must have" types to fund their success. And if the last 10 years are anything to go by, that market is only getting better for profitability. I'm seeing businesses that baulk at the idea of spending that much on a computer, but will pounce on the latest iPhone purely as a status symbol. The psychology of it is quite amazing.  Parody news already covering exactly this: http://www.betootaadvocate.com/huma...-says-millennial-just-preordered-1829-iphone/ So real, it hurts.