Hey everyone, I posted this on the news comment section, but I find it pertinent to the discussion here as well. Check my assessment below: Come to think of it... I've been defendant of the idea that the 10th Anniversary iPhone will be a rebranded phone: Apple Phone (with the apple symbol before the phone). Think of it: Previous era of Apple Products (aka.: iDevices) AND services (such as iCloud): iPod iPhone iPad iCloud iMac iBooks iTunes iWork New generation of Apple products: Apple Music (Music) Apple Watch Apple TV Apple Macbook (they DO use the Apple symbol before the new Macbook name, although they don't write it) Apple Pay Apple Pencil So... Given that (1st) there are researches that show a bad response to the "i" names by newer generations and (2nd) the brands with "i" in front of the name have been under attack in patent challenges in China, it would seem feasible to me that they could have an all-new branded Apple Phone (of course, with the minimalistic symbol before the Phone, which further reinforces their control over the trademarked phone name).