The iPhone 7 was only released in September, but with the latest model featuring only iterative upgrades, many Apple fans are already looking ahead to the iPhone 8.
2017 marks the tenth anniversary of the iPhone , which was first announced by Steve Jobs on 9 January 2007, and released later that year on June 29.
Given the momentous occasion, rumour has it that Apple has been holding back some of its most groundbreaking features for this year's model - which many expect to be called the iPhone 8 .
We've rounded up all the latest rumours and leaks, so if you're unimpressed by the iPhone 7's features, you'll know what the next version has in store.
Apple products are not exactly known for being cheap. When the company launched its 'budget' iPhone 5c in 2013, it still cost an eye-watering £469.
But the latest reports suggest that Apple's next device will be its most expensive yet, exceeding the $1,000 (£795) mark for the first time.
The price was reportedly leaked to The Fast Company by "a source with knowledge of Apple's plans".
The source said that Apple will be launching three devices this year - a massive 5.8-inch model (likely called the iPhone 8), a 5.5-inch model (called iPhone 7s Plus), and a 4.7-inch model (called iPhone 7s).
The iPhone 8 will reportedly have a new OLED display that will stretch across the whole front of the phone.
This is part of the reason for the high price tag, according to the source, as the OLED display will cost Apple roughly twice as much as the LCD display used in current iPhones.
The new phone is also likely to get a memory upgrade from the current iPhone 7 line, which will add to the cost of manufacturing the device.
Apple traditionally releases its latest iPhone in the first two weeks of September, in good time for the start of the Christmas shopping season.
However, a new report hints that Apple may break with tradition this year and launch its next flagship smartphone earlier than expected.
According to information gathered by boutique research firm BlueFin Research Partners and shared by Barron's Tech Trader Daily , there is "some indication" that Apple will start production of the iPhone 8 in June.
It's unlikely that Apple's iPhone 8 will be any easier on the wallet than previous models, but it may not be much more expensive.
In past years, Apple has launched its new handset at roughly the same price point as the previous model, and simultaneously knocked around £100 off the cost of the previous model.
Apple's 32GB iPhone 7 costs £599, while the iPhone 7 Plus starts at £719.
That should give you a fairly good idea of what the iPhone 8 will cost - although if it does get a major design ovehaul, we wouldn't be surprised if Apple increased the price a bit.
Based on Apple's well-established "tick-tock" cycle, the 2017 model would be called the iPhone 7s.
The tick-tock cycle refers to Apple releasing a new design every two years, and new features within the same casing on alternate years (which are usually known as "s" models).
However, rumour has it that Apple is moving to a three-year cycle on major iPhone refreshes.
This, combined with the fact that next year is the tenth anniversary of the iPhone, suggests that Apple's 2017 model will be a fairly major upgrade.
It seems unlikely, in that case, that Apple will opt for the name iPhone 7s - as that would downplay the upgrade. It's more likely that it will be called the iPhone 8.
Apple may even decide to go for something completely different - the iPhone 10 perhaps, to mark the anniversary, or even the iPhone Air or iPhone Pro, to reflect the iPad lineup.
Apple is allegedly planning a major design overhaul for the iPhone 8. The company is said to be working on an all-glass version of its iconic iPhone , for release in 2017.
KGI Securities analyst Ming-Chi Kuo, who has a track record of leaking accurate information on Apple products, published a report in May claiming the American tech firm will completely redesign the iPhone in 2017.
Instead of the aluminium casing used in the iPhone 7 , Apple will move to an all-glass enclosure.