Apple isn't selling you an iPhone, they're selling you a dream. The idea is to make you want to be the person snapping all those great photos and most people want to be fit and active, even if we don't want to put in the effort. Apple is selling you the dream that if you just have an iPhone and Apple Watch you'll be motivated to get out, get fit, meet interesting people and sit around a fire at a beach on a summers night. That's why they are so focused on photo, and fitness.

There isn't really much innovation in the iPhone 7, it's just the next iteration of the models before it. It just doesn't sell that many phone telling people: Yeah it's a little fast, so if you feel that your phone fast enough, maybe don't buy it.