Iconic design does not imply you completely stop tweaking the design. We have gotten 4 years of the same design with some minor upgrades here and there.
No I am referring to the fact that it looks almost identical to the S8 from the front.
Hmmm I'm not entirely sure any of the current smartphone designs can be classed as iconic anymore and they have evolved into pretty generic looking devices. Iconic to me is the phones that came out 7 to 10 years ago and changed the way we see modern smartphones. Everything since has been an evolution on each companies brand approach. The S8 is a nice looking phone but to me looks like a lot of other phones out there. The Samsung logo on the front and back identifies what it is for me. iPhones tend to be recognised due to shape and button and whether that is boring or not is highly subjective.
I agree about your statement concerning the iPhone not changing much in 4 years though. It doesn't personally bother me as the look of a device is not near the top of reasons to purchase, but I can't help but feel Apple could have pushed a lot more than they did.
The iPhone 8 is a year late and really should have been released last September. Having bought the iPhone 5 and 6 on release, I was quite excited to see the iPhone 7 last year with money in my hand waiting. What we got was a slightly tweaked outer casing, a new home button and a slightly better camera. Wow. Faced with spending £200 more for these features I could happily live without, I opted to get a 6S, which I have to say is the most reliable and snappy phone I've owned to date. I feel Apple have released 2 'S' versions in a row and that disappointed me. It's actually put me off buying the latest handset going forward and I know I'm not alone. I'm sure Apple have lost a lot of customers or pushed people like me to not spend quite so much. I couldn't give a toss what their operating profit is or Samsungs. I'm a consumer who doesn't want to be ripped off at the end of the day.