Apple has officially announced the arrival of their latest smartphone, the iPhone 8 and 8 plus, followed by the upcoming arrival of the iPhone 9, 10 and 11 over the next three months.

“We know how much of a disappointment the iPhone 7 was, so this time we’re getting out ahead of the disappointment by launching a new iPhone every month for the next four months,” said Craig Evans, head UI designer for Apple.

“This way consumers won’t have enough time to be fully disappointed in the phone they have before they start wanting a new one.”

Apple’s plan is for the iPhone 9, 10 and 11 to be exactly the same as the iPhone 8, except instead of a number 8 on the phone there will be a number 9, 10 or 11, depending on the model.

“We are super excited for the world to experience the iPhone 8, but even more excited for them to experience the iPhone 9 and the 10 and then the 11,” added Evans.

“This is a truly incredible month for Apple. Until next month, and the following month and the month after that.”