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To me, a normal smartphone or normal iPhone would be looking like iPhone 7/7 Plus or iPhone 8/8 Plus
Which they have had in their model line up since forever in the form of an SE for the regular basic iPhone option...

Tech evolves, smartphones have to as well more so than probably anything else.
 
From Bloomberg:

Apple Inc. is planning to hold its biggest product launch event of the year on Sept. 10, when the company will unveil the latest iPhones, watches and AirPods, according to people familiar with the situation. [...] The unveiling will be followed by the phones going on sale Sept. 20, in line with Apple’s typical approach in recent years.
 
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