A small advertising agency in New York is trying to get Apple to change the name of its upcoming smartphone from iPhone 6S to iPhone 7. The Cupertino-based tech giant has followed a specific naming scheme since the release of iPhone 3GS in 2009. Every other year, Apple adds a few updates to its flagship smartphone and adds the ‘S’ moniker to the new phone’s name. The iPhone 4S and 5S followed the same pattern.

Call It iPhone 7, Not iPhone 6S: One Tiny Company Tells Apple

Dear Apple, please call it iPhone 7

Going by the same naming scheme, the iPhones arriving next week should be called the iPhone 6S and 6S Plus. But a small company called 6S Marketing has launched a campaign to push Apple to change the name of its new phone to iPhone 7. The ad agency has written an open letter addressed to the Cupertino company and rented several billboards, including one in Times Square.

It has also put the billboard on a truck parked in front of an Apple Store. The billboard reads, “Dear Apple, Please call it the iPhone 7. Sincerely, 6S Marketing.” You will also notice a campaign hashtag #WeAre6S. According to the letter on its website, 6S Marketing was founded in 2000 by Chris Breikss.  At the time, Breikss could never have imagined that one of the world’s biggest companies would use this name for a smartphone.

6S Marketing trying to gain publicity on the back of iPhone 6S

Chris Breikss said he got the idea of naming his company 6S Marketing because ‘6S’ sounds like ‘Success.’ Apple has scheduled the iPhone 6S launch event on Wednesday, Sept.9, which is less than a week away. It means the tech giant has no time to change its marketing materials and packaging even if it wanted to consider 6S Marketing’s plea. And the New York-based ad agency likely knows this fact. So the company is piggybacking Apple to gain some publicity, and possibly a few clients.

The upcoming iPhone 6S and 6S Plus will reportedly feature 2GB RAM, iOS 9, a faster A9 processor, a 12-megapixel main camera, 5MP front snapper, Force Touch technology, and a slightly thicker body. Apple is also expected to unveil a larger 12.9-inch iPad Pro and a revamped Apple TV at the same event.