iPhone 8 concept
Apple likely to preview iPhone 8 at WWDC 2017, says JPMorgan analyst

Apple iPhone 8 rumour mills have been on the rise lately, while prospective iPhone buyers are contemplating whether to buy the iPhone 7/7 Plus or wait for the next-gen flagship phone in the offing. JPMorgan analyst's latest report pertaining to Apple's second quarter earnings for 2017 suggests that the Cupertino Company will preview the iPhone 8 at this year's Worldwide Developers Conference (WWDC) in June.

Until now, the rumour mills pointed to an early September release of iPhone 8 along with the highly-rumoured launch of iPhone 7s and iPhone 7s Plus around the same time. However, it is now being speculated that the iPhone 8 release date could be further pushed back to 2018 while retaining the expected September launch date for the iPhone 7s variants.

Moving on to the iPhone sales scenario, JPMorgan analyst tipped that the investors could see weaker summer sales as Apple is keeping its fan expectations high by delaying the release of its premium flagship phone for several months. On the contrary, Apple CEO Tim Cook had recently blamed the "pause" or decline in iPhone sales to the flurry of ensuing iPhone 8 rumours.

In light of such controversial theories, there is still no clear explanation for the true cause of declining iPhone sales in the last few months. If either of these theories is true, it baffles to note that Apple is in no hurry to release the new iPhone 8, despite confirming its features and specs in an official announcement ahead of the launch.

The long wait for the iPhone 8 release could actually turn off prospective buyers from even considering an upgrade, let alone choosing between the current-gen or next-gen iPhone models.

There is another theory brewing amid the endless iPhone 8 launch rumours, wherein several iPhone users have been complaining of trivial features or cosmetic improvements being added over the years to subsequent iPhone upgrades, after the iPhone 6s release.

To be precise, the iPhone 7 Plus enjoyed better sales numbers than the iPhone 7 not because of its screen size, but due to its new dual camera setup on the back. Prospective iPhone buyers would always look for a game-changing feature in the flagship upgrade, so that it stands out in the crowd or takes down the competition.

With so much at stake, Apple is unlikely to rollout the iPhone 8 in a hurry, especially when the company is making it a point to release their biggest flagship phone in the fall of every year.