Apple knows well how to play with expectations. They usually disappoint when they launch products, but the disappointment isn’t as big as it could be thanks to big and small media sites.

Those sites (like The Unshut) are happy to talk about every single possible and hypothetical detail on the future Apple smartphones, and all those rumors that keep appearing on the news (I wonder how much of them are leaked by Apple itself) prepare us both for the good and the bad.

Surprises are overrated, Apple would say.

It happened last year with the absence of the headphone jack: weeks before the unveiling of the iPhone 7/Plus every tech journalist in the world had expressed his opinion on that decision. When Apple finally confirmed that omission, we were already prepared for that.

That’s big.

The same will happen with the iPhone 8: we already know for sure that it will cost over $1,000, something that would be a bigger deal if it was revealed as a new fact on the launch day. It won’t be a surprise anymore: Apple already knows they can put this price tag to the new iPhones, because we will be prepared for that. From Appleinsider (and others):

Kuo goes on to estimate an “iPhone 8” price tag starting at $1,000, reiterating a figure first divulged in a report this month. The price hike is attributed to a 50 to 60 percent bump in production costs compared to the anticipated “iPhone 7s” LCD models.

Apple should thank all tech journalists for talking so loud about them. They should thank me, for that matter. So there you have it, Apple: you’re welcome.

Source: Apple’s ‘iPhone 8’ to replace Touch ID home button with ‘function area