I get the impression Apple know they have priced themselves too high but not sure how to compensate. I am keeping my 6s till it dies, I like the product, I like the software, I like the iCloud integration but by eck them prices on the new phones are eye watering enough that I will hold out till the last.
Obviously options for other makes but they have issues for me, one in particular is security but no amount of low pricing would get me on their platform.
Also emphasis nowadays seems to be on the camera and what software is used for it. I prefer a DSLR but go around tourist hotspots and it is phones everywhere. Great fun scaring people too engrossed or photo bombing. The only photo feature I like on my 6s is the panorama. The rest is OK for a quick snap but not as good as a DSLR.
On balance, I will get a new one, but at the prices they want, when mine dies. That is even after offering me a buy back at the moment that really is not enough.
Oh, and 5G won't make much difference to the average user.
Wait 'till the sales people big it up. It will be the new must have. The networks have spent a lot of loot on the licences and need payback.
Edit. 5g is using higher frequencies, that has issues.