iPhone buying decisions vary from person to person, and not everyone cares about having the latest version. This works for a lot of consumers since you can generally buy any modern iPhone and have a positive experience — especially if you’re upgrading after a few generations.
Every summer I hear from family members who are super excited that they just bought a new iPhone. If I mention that a new model is just around the corner and we even have an idea about what will be different, it never changes their buying decision. That can be hard for me to understand, but it works for a lot of people. Just look at Apple’s iPhone sales numbers during the quarter before a new model is introduced.
If you do care about buying the latest iPhone as soon as it comes out, it’s not too hard to guess when new iPhones will be introduced based on recent launches.