Rumours are flying around the next LG flagship phone, expected to be revealed at CES 2018, but a more unusual one is that it could shed the G series name.

According to tip-offs by LG sources to The Investor, LG is looking at a bit of a rebrand for its next Android smartphone.

“LG is preparing a new brand strategy for the G series in the first half of the year. Numbering the phone with a two-digit number and rebranding the phone with a new name are some of the options on the table,” the source said.

However, there’s no actual hint on what the name of the new phone could be, but at least it’s arrival looks to be fairly imminent.

Now a new name for a phone line may not be the most exciting tech news, but it could hint at LG’s ambitions to do something a bit different with its next phone.

The LG G5 for example attempted to bring in modular add-ons for phones, but missed the mark a little.

While the LG G6 was one of the earlier phones to bring in the 18:9 aspect ratio display, which has since been adopted by many other phone makers to squeeze more display real estate into compact handsets.

So LG has a history of attempting little bits of smartphone innovation, and under a refreshed brand is could bring out something a bit different to the crop of smartphones seen in 2017.

Alternatively, the rumour could be just that and LG may just stuck with calling its next phone the G7; as ever time will tell.

Related: CES 2018 predictions and news

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