This would have left iPhone buyers, who are used to expecting distinct features, price difference, and value in new iPhones launched by Apple every year, very confused.
While the rivalry between Apple and Samsung attracts attention of tech enthusiasts and smartphone lovers across the globe, the 2017 edition is expected to be intense given that Samsung's comeback will be crucial for its hold over the premium segment (above Rs 30,000 a unit).
Samsung for now has a narrow window of opportunity on the premium smartphone market, as Apple has scheduled a news event for September 12 at which it is expected to unveil its latest iPhones, including the flagship iPhone 8 (or iPhone Edition, as it might be named).
On Tuesday, Apple announced three new iPhones, the highest-end of which, the $1,000 iPhone X, will have facial-recognition technology called Face ID.
In April, Samsung named Kwon Kye-hyun as the new head of the Chinese business, and earlier this year the company shifted from a two-layer sales business organization - seven Chinese branches overseeing 31 sales offices - into a single layer of 22 sales offices to increase work efficiency.
The Samsung Galaxy Note8 offers a bigger Infinity Display that fits comfortably in one hand, an enhanced S Pen to communicate in more personal and productive ways, and Samsung's best-ever smartphone camera to capture stunning photos.
Indeed, no iPhone before the iPhone 8 Plus has broken past the 200-gram mark. Just as expected, they are going to retail as the Apple iPhone 8 and the Apple iPhone 8 Plus.
Smartphones have been around for what seems like "forever", but it wasn't until the iPhone arrived that everything changed.
In its analysis of the leaked iOS 11 Golden Master, 9to5Mac on Friday said the firmware showed the iPhone X appears to feature Apple's True Tone display technology.
Apple even avoided a lot of the old standbys like OS update metrics or app store revenue. The company skipped iPhone 9.
The other possibility is that Apple isn't scared, but wanted to project as much confidence as possible with the iPhone X announcement.
If Apple wants to retain the sense of consumer wonderment (and big profits), though, it's going to have to come up with another iPhone.
The Apple iPhone X at the launch event.
That means no Touch ID can be found here - because that technology isn't quite ready here, something Samsung has learned with its rear fingerprint sensor next to the camera - so Apple is replacing it: instead of a finger-based biometric security system, you now get one for your face, and it's a little different from the technology everyone else relies on.
"We remain steadfast on ensuring the best quality".