A New York City company called 6S Marketing has a plea for Apple: They’d like the Cupertino giant to rethink its iPhone naming strategy and call its next flagship smartphone the iPhone 7, instead of the iPhone 6S. The company even set up billboards in New York saying: “Dear Apple, Please call it the iPhone 7.”

6S Marketing’s line of reasoning is this: The company has been around a long time — since 2000 — and the leaders would like the “6S” name to remain associated with 6S Marketing, and not the next flagship phone from Apple

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A firm called 6S Marketing ‘urges’ Apple to skip ahead to the iPhone 7