Apple’s naming history would indicate that the 2017 iPhone will be dubbed iPhone 7s, considering this years iPhone was named iPhone 7, after all. Though all rumors point to a radical change for the 2017 model. For this reason, it would make sense for Apple to change its naming convention.
Possible names range from iPhone 8, iPhone X (10th generation), or simply iPhone. However, a sketchy rumor from one of Apple’s offices in Israel claims that the new iPhone is being referred to as iPhone 8.
Speaking to Business Insider outside Apple’s Herzliya office at Maskit Street 12, [an] Apple employee said staff in Israel are working on what’s coming “next” in Apple’s product line, giving a specific mention to “iPhone 8.” The worker used the term “iPhone 8” unprompted in our conversation.
While most will debunk this rumor as it has no real evidence, there’s no reason to believe that employees who work at an Apple office may know some things about the upcoming iPhone.
Naming is ultimately a marketing decision made by executives in Cupertino, with the company typically using codenames while a device is in development. More likely, employees are assuming names and referring to it as such until Apple announces something.