"My iPhone 7 is broken but am going to wait for iPhone X. I will manage with my broken phone till then " reads an instagram post of a celebrity. IPhone now has an Osborne effect moment. Osborne effect is when the announcement of a future product affects the sale of current product. Osborne effect happens when the future product is announced at the launch of current product itself.This September Apple announced the launch of iPhone 8 and 8 plus. Along with the iPhone 8, Apple also announced iPhone X which is a most awaited product launch. IPhone X will be available from November. The announcement of thr next generation iPhone X will prevent many potential customers from going for iPhone 8 whose flagship status will have a short life of two months.
The interesting question is how the 8 and X versions co-exist?