Phones evolve. The evolution to a near edge-to-edge OLED screen is a costly one, look at the competition. In your ideal world Apple would delay the X by three years and continue to pump out forehead + chin LCD phones with spec bumps? iPhone X is the future you can have today, at a premium. If you don't want to spend the extra money, wait. You can buy it in 2020, when all new phones look like it. It's not like Apple is forcing you to buy it. Each phone they make is overpowered so that older phones are still good-enough for every day tasks, they release new iOS patches to even five year old devices, and they specifically advertise the older phones with price drops at every keynote. What is it that you want them to do differently? You want them to treat people like you as their target demographic for new phones?