I think in general, nobody is "Apple-ing" smartphones, and personal gadgets have become unexciting. We are deep into the realm of iterative improvements.
We know what phones do at this point: social media, cameras, video, reading websites, email, playing some dinky games. Phones have been good at these things for a long time, and these annual updates are just 2 or 3% improvements in the overall experience year after year. Smaller bezels aren't much more than a minor cosmetic and ergonomic improvement. Increased power doesn't really make a huge difference in using instagram or reading buzzfeed for anyone. A better screen doesn't dramatically improve watching a Casey Neistat video or reading an ebook.
The reality is that most people will be perfectly happy with their two or three year old phone, and if someone genuinely needs a new phone, they'll be just fine with one of the cheaper phones like the SE or the older Galaxy phones or OnePlus whatever.
Most of the new features are driven by marketing, are marginally useful, and don't really make dramatic changes to the way we use our phones day-to-day. There will be ultra-fans and power users that argue that new products are Extremely Exciting, or this feature is Extremely Cool, but the reality is that a "crappy" older phone will do everything you need it to do just fine. There are already 20 youtube videos discussing the importance of the iPhone X, or why the S8+ or Note is better, but none of it matters.
None of us actually need a new phone, and yet we focus so much of our attention on these products like they actually matter. Most people would be better off removing products from their lives, getting more sleep, and getting more exercise. Not obsessing over which smartphone they want to upgrade to this fall or which movie they're going to go see next or which game they're going to buy next week.