Over the weekend we learned the iPhone 7 could be released the week of September 12, and the rumours are still coming ahead of the handset's launch.
According to a report from German site Apfelpage, Apple might be considering keeping the 6 branding for the phone, rather than introducing the iPhone 7.
The report suggests the device will actually be called the iPhone 6SE, based on Chinese supply chain sources which claim to have seen packaging and labelling bearing that name.
One leak which gives a good look at what the possible iPhone 7 design
Although this is the first we've heard of a possible change to the naming convention, the iPhone 7 is expected to be very similar in terms of design to its predecessor, the iPhone 6S.
In recent weeks, numerous videos showing 'dummy' iPhone 7s have surfaced online, which demonstrate the design similarities between the two handsets.
These dummy models are produced by third party manufacturers based on Apple's design specifications, and all feature newly curved antenna lines, larger cameras, and no headphone jack.
But if these leaks are to be believed, the overall look of the new phone isn't all that different to the 6S, making the 6SE branding more likely than if a whole new design were expected to arrive this September.
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Of course, there's no way to be sure just what Apple is planning. Reports that a larger 'Pro' model would launch alongside the usual standard and Plus versions of the iPhone 7 have been called into question recently, while we're still unsure whether the demise of the headphone jack will actually occur or not.
Elsewhere, online tipster Evan Blass has clarified his claim that the iPhone 7 would launch on the week of September 12 with the following tweet:
Whether Apple releases the iPhone 7 or iPhone 6SE then, it looks possible that the handset will be released slightly earlier than usual.
The iPhone 6S hit stores on September 25, while the iPhone 6 launched on September 19.
Whatever happens, despite the overwhelming amount of leaks, rumours, and reports that have built up over the previous few months, there's still a lot of uncertainly surrounding the iPhone 7, so stay tuned for more updates in the coming days and weeks.
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Got any thoughts on what Apple has planned for September. Share them in the comments.