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.
The latest report suggests that one of the iPhone 8's most highly-anticipated features may fail to materialise.
For months, rumours have been circulating that Apple's next flagship smartphone will feature a curved OLED display - similar to the one on the Samsung Galaxy S7 Edge.
However, a new report from IHS Markit claims that the forthcoming iPhone will have a flat display, more closely resembling the new LG G6.
"We anticipate Apple will adopt a flat implementation of OLED design on their special iPhone model, which is analogous to the current 2.5D glass design," IHS Markit analyst Wayne Lam told MacRumors .
"Much like the recently announced LG G6, we anticipate a touchscreen with a new longer aspect ratio design to take advantage of higher coverage area of the iPhone in its entirety.
"This new design language is expected to become the trend for 2017, as we all anticipate Samsung's reveal later this month."
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.
If Apple is feeling particularly nostalgic, it may opt for June 29 - the same day the first iPhone was released.
However, others claims that Apple will announce its new phones in the autumn, as usual, and begin selling them soon afterwards, and even BlueFin notes that it's not clear whether kicking off production early will translate to an earlier release date.
That means we're more likely to see Apple to unveil its new handset on either the week of September 4 or September 11.