I was waiting for the iPhone 12 to come out so that prices would come down on the iPhone 11.
Last week I checked the apple site, and the iPhone 11 pro was available at about $41/month for two years. I checked yesterday. It wasn't there at all, and the iPhone 12 pro was available to order. And the price? $6 less per month. I know I could get an unlocked iPhone 11 pro cheaper on Amazon, but I don't trust the sellers. I'd rather buy from apple or Verizon and pay a premium if necessary; at least I know they'll (mostly) support me.
And before you say I'm evil for getting the latest or next to latest phone, I'm replacing an iPhone 7 whose battery dies after about 20 minutes of use daily. Plus I really like/need the better camera on the new phones. So, no, I don't replace every year. And my other phone is 2 years old and is cruising along just fine, no need for a replacement.
Also, I think there's an element of people just tired of Apple's announcements, virus or not.