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Apple’s Rumored iPhone Could Have a New Name

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Don Reisinger
Don Reisinger
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By
Don Reisinger
Don Reisinger
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March 11, 2017, 9:13 AM ET
The Allen & Co. Media And Technology Conference
Tim Cook, chief executive officer of Apple Inc., gestures while arriving for the morning session of the Allen & Co. Media and Technology Conference in Sun Valley, Idaho, U.S., on Wednesday, July 6, 2016. Billionaires, chief executive officers, and leaders from the technology, media, and finance industries gather this week at the Idaho mountain resort conference hosted by investment banking firm Allen & Co. Photographer: David Paul Morris/Bloomberg via Getty ImagesDavid Paul Morris—Bloomberg/Getty Images
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It’s been a somewhat quiet week for Apple.

Over the last several days, Apple has been the topic of countless rumors—most centered on its plans for the next iPhone and even what it might call the handset. And speculation has run rampant after CEO Tim Cook was spotted having dinner this week with Google CEO Sundar Pichai.

This is Fortune’s weekly roundup of the biggest Apple news this week. To see last week’s roundup, click here.

And of course, the week wouldn’t be complete with at least some speculation over what Apple might call a rumored handset the company has planned that could commemorate the iPhone’s 10th anniversary.

Still, Apple (AAPL) has remained silent all week, leaving all the speculation and guesswork to the rumor mill. But that doesn’t mean it was a dull week for Apple. In fact, it shed a bit more light on what the future might look like for the company’s critical handset division.

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Check out this week’s roundup of Apple news:

  1. Apple is rumored to be working on a big new iPhone update that could feature an all-glass design, curved screen, and wireless charging, among other features. The device has been rumored to be named the iPhone 8 or iPhone X. But a new report this week says Apple might actually call it the iPhone Edition. And although it’s believed it will come with an all-glass design, the new report this week suggests Apple is considering other options, including a white ceramic design.
  2. Apple is reportedly fighting legislation across the U.S. that would require it to provide third-party companies with manuals and diagnostic tools to allow them to fix broken iPhones. Apple says the legislation could cause hacking problems, but proponents of the legislation say so-called “right to repair” laws would give consumers more options and perhaps reduce costs on expensive product repairs. The bill would cover all electronics and certain landscaping equipment. Other companies aside from Apple also oppose the legislation.
  3. Here’s a sense of the iPhone’s popularity. There are now more than 700 million iPhones currently in use worldwide, and that figure is set to grow in the coming years, according to BMO Capital Markets analyst Tim Long. That figure includes more than 200 million second-hand iPhones.
  4. Late Apple co-founder Steve Jobs believed the Genius Bar concept where people go into Apple retail stores and get help with their products was “idiotic,” according to former Apple retail chief Ron Johnson. Jobs feared that the tech support areas in Apple stores would be staffed by “geeks.” Johnson ultimately won the argument and Jobs eventually called the Genius Bar one of the better features in the Apple Store.
  5. If you have some cash burning a hole in your pocket, check out luxury fashion designer Louis Vuitton’s new iPhone case. The Golden Crocodile Leather Eye-Trunk iPhone case is now on sale for $5,500. It resembles a trunk that could be used to store clothes and is designed to pay tribute to Louis Vuitton’s “origins as a trunk designer,” the company said.

For more about Tim Cook, watch:

One more thing…What did Apple CEO Tim Cook and Google CEO Sundar Pichai discuss at their private dinner this week? That’s the question on many people’s minds, and at least so far, the companies—and their chief executives—aren’t saying.

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By Don Reisinger
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