Apple employees, Ahrendts believes, need to be able to “look you in the eyes and create a lifelong, loyal relationship,” by matching you with the appropriate phone, even if it’s at a cheaper price than the newest model. That’s the way the company approaches sales of its MacBooks and iPads too, she notes.

It’s certainly a laudable approach when the world is awash in e-waste, more people are in debt, and most of us are served pretty well by the phones we already own.

Then again, Apple doesn’t need to do much work to drive interest in the iPhone X. Its new phone launches always seem to have a momentum of their own. We all know: there will be campers, if not blood.

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