Amid the fall season, one infamous for a good deal of things, is also holidayed as Apple’s own. Usually, this coveted month is the time of year the company introduces the next big thing. September is historically the month of innovation and emergence for Apple Inc. and days ago news on the Sept. 16 release of the iPhone 7 came about. Tongue and cheek was delivered by the favorable Tim Cook, CEO of Apple Inc. for the past five years.

There’s a silver lining as big as the mountains with this release. The missed opportunity comes to play when many average Apple iPhone aficionados aren’t curious enough to realize they should pay no attention to the iPhone 7 this year ‘round.

The iPhone brand for Apple has been growing healthy and steadily forward. Just as a child… I like the way this is going here, stay with me. Just for the notional plot of things, Apple Inc. is the caretaker of the “iPhone” brand and this year they are making decisions to suggest that they may be withholding most the fun for the 10^th anniversary of the conception year of the very first phone from Apple Inc. Just like a kid, and as a commemoration of various milestones, a decennial celebration is more than common.

Thus, it wouldn’t be a move of the swift or wise to go rushing to get your eager hands around the new iPhone 7. Already, social media has knocked down some of the in-betweeners who have their own on-going race with Android vs. iPhone. Many big, unexpected moves have been put in place by Apple. The biggest news is their decision to completely displace the headphone port from the design of the 7 although Bluetooth and wireless headphones are becoming more popular. Other than modest design changes, and the innovative dust and water resistant housing, the 7 is just a slow progression development to keep those aficionados excited. As it happens, it feels more like Apple is trailing the excitement.

Although Apple will replace the seemingly missing headphone port with upgraded speakers, and offer wireless headphones called lightning pods (that can be purchased for $159), the company actually seems to be consistent with making concise, measured technology decisions. When occurrences align with the ones discussed, it begins to feel like Apple is the school kid who decides to clean up those slightly worn sneakers and hold off for the opportunity to get the better ones for the new school year. Those measured decisions don’t seem to be illogical whatsoever, because Apple causes a little pain to consumers by taking some thing away but at the right moments, it’s to bring you around to something better.

This go ‘round, Apple is likely saving something or another by continuing to create business for other manufacturers in the technology space. Macrumors.com reported in May an Apple responding to question on the lack of the design upgrade by saying, “the new design and technology in the pipeline will take time to implement.” By displacing things and making others easier to break or become badly damaged, it takes the load off of Apple producing and outputting even more products and expands business for other accessory companies in particular such as Mophie, Anker, and Belkin, reporter at The Verge covering Silicon Valley, Nick Statt, brought to attention. “Apple leans on those brands to step in and solve those issues for its consumers in lieu of having to produce and sell all of those products itself,” he confirmed.

On the other end of the spectrum, I’ll outline expectations for the Apple iPhone anniversary device for fall of 2017. Maybe the best feature expected is the long-range wireless charging. Apple made modest design moves to the 7 because rumors say next year the iPhone will go through a major “radical” redesign according to Macrumors.com. The design sounds like it could be beyond magical and futuristic. Jony Ive, the Chief Design officer of Apple Inc. has openly made the confession that he’s always wanted to introduce a phone that looks like a single sheet of glass. That means for this device it could have an all glass body with an OLED screen rather than the traditional LCD. The drawback here is that the phone could become much more prone to be broke or to water damage. Other than that, OLED offers truer colors, and eliminates the need for backlighting which ultimately reduces the thickness and weight of the phone reports Apple supplier, Catcher Technology.

Some of the coolest claims for the 10^th anniversary Apple device haven’t actually seemed like they could ever come to pass. The phone is said to contain a faster 4 core processor, and a integrated Touch ID fingerprint and front-facing camera housed in the glass screen with the home button also integrated into the screen itself says Macrumors.com.

As always, many may still prevail and question some of these moves. However, I don’t presume anyone can debate that Apple has made these moves because they have too many apples on their plate, including the ongoing development of their dubbed “Titan” project of their own self-driving vehicle. The company seems to be aiming for short-term gains at this rate.

So, in hindsight, wait around for the big party next year to see what Apple strings together. With the iPhone 7, Apple is on track (whether intentional or not) of reducing expenses, saving some excitement, and saving the vision for the next revolutionary piece for Apple Inc. and toto technology.