US based marketing agency 6S has purchased some billboard space in Times Square begging the company to skip a name generation as the phones name is so close to its own.
There was also a truck with the same marketing message placed outside the Apple flagship store on Fifth Avenue trying to grab the same attention.
Too little, too late
Let's be honest here: it's very likely this is a marketing agency pulling a shameless PR stunt to get some attention now we're almost certain that the iPhone is about to land.
At least 6S has held the name for over 15 years so it's not a recent ploy to grab at Apple's coverage, but the company has taken an inexplicably long while to act and waiting less than a week before the release clearly isn't going to get Apple to change its minds.
Apparently 6S chose the name as it sounds so similar to the word "success", but one thing we know for sure: the company won't be able to Google itself very well after the phone is released on Wednesday.
Get daily insight, inspiration and deals in your inbox
Get the hottest deals available in your inbox plus news, reviews, opinion, analysis and more from the TechRadar team.
James is Managing Editor for Android Police. Previously, he was Senior Phones Editor for TechRadar, and he has covered smartphones and the mobile space for the best part of a decade bringing you news on all the big announcements from top manufacturers making mobile phones and other portable gadgets. James is often testing out and reviewing the latest and greatest mobile phones, smartwatches, tablets, virtual reality headsets, fitness trackers and more. He once fell over.