But there have been increasingly widespread murmurs that it's about time for Apple to retire its tick-tock cycle, which deprecates the importance of its S releases and discourages regular updates.
What's more, 2017 is the i Phone's 10th-anniversary year, and the i Phone 7 had a surprisingly similar physical design to the i Phone 6 and 6s (headphone port aside).
In this article we sift through the clues and evidence pointing to Apple's i Phone 7s launch next year, and predict the i Phone 7s release date, design and new features.
The i Phone 7 was announced on 7 September, and pre-orders began on 9 September; it went on sale on 16 September.
Here are our predictions of upcoming i Phone releases over the next few years: Mind you, it's possible that Apple might bring the i Phone 8 forward... Apple habitually follows what is known as a 'tick-tock' release cycle with its i Phones.
during a special event on 7 September, and the new phones are now on sale.
But we're already looking ahead to the next i Phone in 2017.
Welcome to our i Phone 7s rumour roundup, in which we analyse the clues and speculation about the i Phone 7s release date, tech specs, new features and more.
If you've come here in search of information about the current i Phone range, allow us to direct you to our i Phone 7 review, i Phone 7 Plus review and i Phone buying guide.
For this reason many Apple fans choose to upgrade their phones once every two years.
Given that the i Phone 7 appeared in 2016, the obvious conclusion is that Apple will unveil an i Phone 7s (and accompanying i Phone 7s Plus) in autumn 2017.