Tick, tock. Tick, tock. This is the familiar sound of Apple’s iPhone.

Popularized by chip maker Intel, ‘tick tock development’ has come to refer to a major change in a product followed by a refinement of that product. For several years, Apple has focused on large design changes every two years, with healthy, though arguably less showy, upgrades in between. This has resulted in the iPhone and ’s’ iPhone being considered iterations of one another, rather than whole sale new models.

Though most people assume that those middle models are a simple refresh, Apple has been enacting a new strategy of using the mid-cycle models to set the stage for the power requirements (in terms of raw speed) for its next iteration.

This year, Apple’s iPhone 6s has bucked that trend with not only an enormous processing power upgrade but three marquee features that provide significant value to the customer — and they’ve backed it up with a new purchasing plan that removes a lot of the reasons many people have for not upgrading every year. I’m no analyst, but I believe that this is going to be a record ’s’ year in sales for the iPhone.

In last year’s review of the iPhone 6 and 6 Plus, I took them on a trip to Disneyland. This year, the family went to Disneyland and I went to San Francisco to throw our Disrupt conference, which I’m up early for as you’re reading this. So instead of a travelogue, we’ll have a talk about what it’s like to run a major tech blog almost entirely from the new iPhones and mix that in with some philosophical chit chat.

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