Apple could be set to depart from its tradition of numbering iPhone models to mark the 10th anniversary of its most popular product.
Gadget fans believe the tech giant could be planning to name its next flagship the iPhone X in honour of it's tenth year.
Since 2007 Apple has alternated numbered handsets with an "S" version every other year. If it sticks to the pattern, we'll be seeing the iPhone 7s and iPhone 7s Plus in autumn.
But then again, this isn't an ordinary year. Many rumours suggest that along with the iPhone 7S and 7S Plus there will be a third handset.
This was largely believed to be the iPhone 8 until an anonymous source spoke to Fast Company and suggested it'll be called the iPhone X.
The source also said it will boast a 5.8-inch OLED screen and a price tag north of $1,000 (£789). The reason for a larger screen size than the iPhone 7s Plus could be due to a tapering at the sides similar to the Samsung Galaxy S8.
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It's been suggested the back of the phone will be made from glass and the iconic Apple home button will become a virtual on-screen version. It could also support wireless charging for the first time.
Predictably, there's been no word from Apple on the subject. The tech giant usually reveals its new iPhones in September – pushing it out to the shops a couple of weeks later.
That could well be the case this time around for the 7S and 7S Plus. However, one analyst speaking to Macrumours suggested the iPhone X won't appear until a few weeks afterwards.
Due to challenges around 3D sensing technology, Apple may delay the unveiling until October. But don't worry, the analyst reckons the new phone will still be on sale ready for the Christmas period.