iPhone 7

 

      "iPhone 7 dramatically improves the most important aspects of the iPhone experience. It introduces advanced new camera systems. The best performance and battery life ever in an iPhone. Immersive stereo speakers. The brightest, most colorful iPhone display. Splash and water resistance.1 And it looks every bit as powerful as it is. This is iPhone 7." - Apple

 

      In September 2016 Apple released the iPhone 7, with water resistance, 2 cameras on certain models, and no headphone jack, not much else changed from the last version, the iPhone 6 and 6S.

Many did not really care for the new release and thought that apple was losing its appeal.  Apple did claim it was the safest smartphone ever, at the time, with the A10 chip.  The phone did have a very nice design, though, but it was virtually unchanged in the last generation.

 

      In the end, the iPhone did not lose its appeal, and people kept buying their products, but many thought that the iPhone 7 was the beginning of the decline of Apple as a company, and brand.