In my experience, I've found this normally happens when someone attempts to set up the new iPhone and selects any of the "Restore" options. To get around this, the phone will need to be put into recovery mode and restored via iTunes. I normally do this on an off network pc if you're using a laptop/desktop connected to a Domain as I find trying it on a Domain connected pc, the IOS download usually hangs at various stages, but that could just be how my companies Domain is configured. Once the phone is restored, you can then go back through the set up and for older IOS Devices select "Set up as new" and for newer IOS (i believe 12 and up) select "Do not restore from any backups". Hope this helps.