It's come into question whether or not Apple should name its next phone release, the iPhone 5S. A former advertising expert said that Apple is sending the wrong message to consumers with the addition of "S" on the end of its phone release models. According to him, it's somewhat like Apple saying "this is our off year" and that a major upgrade of the model is not to be expected.

Ken Segall, former Creative Director who was in charge of advertising initiatives uses the iPhone 4 release as an example and said he regrets that Apple ever released the iPhone "4S" model. He suggests that for the next release, Apple may want to forget about an "S" model of the current iPhone 5 and just go ahead and release the iPhone 6.

"More important, tacking an S onto the existing model number sends a rather weak message. It says that this is our 'off-year' product, with only modest improvements," Segall said on his blog.

He explains how the iPhone 5 brought about an overhaul of new features including a larger screen, an upgraded camera, more speed and a thinner, lighter feel to the iPhone. Although the changes of the smartphone were major, it was thought of as minor and not much different from the iPhone 4S. Many pegged the iPhone 5 an "incremental" update. "The perceived lack of innovation in iPhone 5 (deserved or not) is what prompted some to start writing about Samsung as 'the new innovation leader'", Segall said.

Apple hasn't even named the iPhone 5 successor yet and already it's assumed the name "iPhone 5S".

"The press has already dubbed this year's model 'iPhone 5S.' Most experts see a narrative in which Apple only produces a major upgrade every other year, and in between we get the "S" model. This is the model that delivers only incremental improvements," Segall said.

Rumors indicate that Apple is releasing two new iPhones this year, one of which may be the iPhone 5S. Do you think Segall is onto something? Is Apple sending the wrong message? Let us know in the comments, we'd like to know what you think.