Apple is doing the same naming thing it did with the iPad 3. They drop the number and call the iPhone 5 just New iPhone. A photo of a packaging print seems to confirm this.
The iPhone 5 or shall we just say new iPhone will be revealed in Wednesday. A photo appeared that shows a print of the iPhone 5 packaging and it reads "New iPhone." The photo got published on the Dutch blog iPhoneNieuwsblog. (Via Forbes). If legit than Apple is going to drop the numbering on the iPhone too. Apple did that with the release of the iPad 3. It was also just called new iPad. People still refer to it as iPad 3. Consumers need to somehow differentiate it.
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It is of course easier for Apple to call the latest iPhone just new iPhone. The numbers will though survive. Just imagine a support call in 5 years after five more new iPhones hit the market. "My iPhone broke." "Which iPhone is it?" "iPhone 7."