However, Apple has surprised us somewhat over the past two years, releasing aniPhone 5C alongside the iPhone 5S in 2013, and an iPhone 6 Plus alongside the iPhone 6 in 2014. We're wondering whether Apple might soon decide to ditch the numbers completely and stick with iPhone, iPhone Plus and iPhone C, perhaps. Or, simply ditch the 'S' models and launch an iPhone 7.
In fact, reports that emerged in mid April suggest that the next iPhone is going to be so significantly different to and better than the iPhone 6 that Apple has decided the iPhone 6S name doesn't fit, and instead will launch an iPhone 7 this autumn.
No one knows for sure yet though, so you'll see both terms used within this article, although primarily iPhone 7 to keep things simple.
Those aforementioned reports come from well-respected and previously accurate analyst Ming-Chi Kuo from KGI Securities, who says that the biggest difference between Apple's iPhone 6 and the next iPhone is that it'll have a Force Touch display. Apple currently uses Force Touch in the Apple Watch and its new MacBook, but Kuo thinks it'll use different technology that, instead of actually measuring the pressure that you put on the screen to determine whether you're tapping or pressing, will detect the contact area of your finger to make the distinction.
After some reports that suggested Force Touch would only come to the display of the larger iPhone this year, new claims from Economic Daily News say that both will get the technology after all. That's according to a supply chain source, who says that Apple had originally planned to limit Force Touch to the 5.5in iPhone before settling on the final decision to implement it in both.
These reports have led to the creation of an iPhone concept showing what Force Touch could look like.
iPhone 7 rumours: Touch ID display
Another rumour that was sparked by an Apple patent is that the iPhone 7's Touch ID fingerprint sensor, which is usually situated beneath the Home button, could be built-in to the entire display, eliminating the need for a Home button and making room for a larger display without enlarging the overall size of the smartphone.
iPhone 7 rumours: Camera
One of the biggest areas of improvement for the iPhone 7 could be the camera. Rumours that emerged in November 2014 suggested that the camera will represent the biggest camera jump in the history of the iPhone, with a two-lens system that could capture "DSLR-quality imagery," according to Daring Fireball's John Gruber.
Rumour has it the iPhone 7 camera could be up to 21-megapixels but more likely is a jump to 12Mp, according to Kevin Wang, IHS Technology Research Director in China. But the catch is that the pixels will be smaller which may mean a drop in low light performance.
More recently, those rumours have been cemented by sources in the hardware supply chain. A dual-lens camera would allow the iPhone 7 to include optical zoom capabilities and improve low-light photography.
In May, further rumours about the iPhone 7's camera emerged, claiming that the new camera will be 12Mp and will indeed represent the biggest camera boost in iPhone history.
iPhone 7 rumours: Software
We're expecting the iPhone 7 to ship with iOS 9 installed. Apple has yet to unveil iOS 9, but is expected to do so on 8 June at its WWDC 2015 event.
iOS 9's new features could give us some clues about new features that might come in the iPhone 7 later in the year, so we'll be updating this article with information as soon as it emerges.
Looking back over the recent history of Apple's iPhone launches, it's likely that the iPhone 7 will be unveiled at a special event in September 2015. It will be a little while until invites are sent out, though.
However, the most recent rumours to hit the web suggest that the iPhone 7 could actually arrive in August, a few weeks earlier than expected. The Economic Daily News has cited supply-chain sources who allegedly say that the iPhone 7 is in production already, and will launch a month earlier than we first thought.
We're taking this rumour with a pinch of salt for now, unless any further evidence emerges. And of course, if it does we'll update you right here.
The unveiling of iOS 9 and the launch of the developer preview on 8 June at WWDC 2015 could offer some further clues to the features we can expect in the next iPhone model. Find out more about what to expect from iOS 9 here.
Interestingly, it's rumoured that Apple will finally up the iPhones RAM complement, with 2GB LPDDR4 memory.
It's believed that Samsung is the main supplier of Apple's A9 processor, and that they're being manufactured using a new 14-nanometer process, helping make them smaller, more efficient and more powerful.
Apple could make the iPhone 7 lighter, though, thanks to the use of the stronger sapphire glass and more durable liquidmetal materials, both of which Apple is believed to be working with. Stronger materials mean Apple could use less metal and glass in the device, making lighter overall.
One design rumour we've been hearing recently is that Apple may decide to introduce a fourth colour option, this one with a rose gold finish like the Apple Watch Edition. Those rumours came from The Wall Street Journal, and designer Martin Hajek quickly came up with realistic concept images to show what a rose gold iPhone 7 might look like.
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