A New York City company called 6S Marketing has a plea for Apple: They'd like the Cupertino giant to rethink its iPhone naming strategy and call its next flagship smartphone the iPhone 7, instead of the iPhone 6S. The company even set up billboards in New York saying: "Dear Apple, Please call it the iPhone 7."

6S Marketing's line of reasoning is this: The company has been around a long time — since 2000 — and the leaders would like the "6S" name to remain associated with 6S Marketing, and not the next flagship phone from Apple.

"We wanted to save a little space in the world for our company’s history, and we thought this was a fun way to tell our story and what '6S' means to us," the firm's co-founder and president Chris Breikss wrote in a blog post last week. "Hopefully, this message will reach you in time and you’ll reconsider leaving '6S' to the originals — we’ve been rocking it since the millennium, after all."

Before you start tweeting to the good folks at 6S Marketing that there's a fat chance in hell Apple would change its naming strategy a week before product launch (or ever), remember that it's a marketing firm. It's probably doing what it does best — raising awareness of its brand. Smart thinking, guys and girls — if you can't fight it, at least you can use the enormous buzz for a little promotion.

In the unlikely case that you forgot, Apple is expected to launch the iPhone 6S and the iPhone 6S Plus at an event in San Francisco on Wednesday. A new Apple TV and an updated Apple Watch might also make an appearance; in any case, Mashable will be covering the event live, bringing you the news as it unfolds.