The only thing that tempted me was the camera improvements. Which aren't so much camera hardware as them greatly improving their photo processing via specialized computing hardware, as I understand it. Still, I take a lot of photos, and everything about this change looks fantastic.
Gruber's slideshow is good for demonstrating it: https://www.flickr.com/photos/gruber/sets/72157700003327111
Honestly, Apple's consistent approach of "new phone design with number-bump" one year then "same design with incremental improvements and an S" next year means that outside of unusual cases buying a new iPhone every year is silly. X to XS is underwhelming, but 7 to XS (or XR) is quite compelling.
Given which... unless Apple does something outright worrying, I expect I'll buy whatever they put out this Autumn. Get the fancy new camera features, and more of a notable increase everywhere.
I should have been an easy sale. After a bad experience with Android, I have no desire to go back. Budget isn't an issue. But if Apple is going to price phones like laptops, I'm going to upgrade as slowly as I upgrade my laptop. (Which given how long it took them to get more than 16GB of RAM, I've gotten used to doing pretty slowly.)