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Apple CEO Tim Cook.
More and more analysts think that - for the first time ever - sales of the iPhone will drop in 2016, based on signs of weakness in Apple's Asian supply chain.
But even if it's true, the Cupertino company will still shift tens of millions of units - and launch at least one entirely new smartphone in the year ahead.
It may only be three months since the iPhone 6S came out, but there is an increasing number of rumours and reports swirling about its successor - some far more believable than others.
Apple hasn't even announced the iPhone 7, so it's difficult to be sure of anything. But here's what people are saying, and what to expect.
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