The iPhone 7 rumor mill is incessantly being updated specially now that the new Apple iPhone's unveiling is just around the corner. However, after the bendgate controversy of its predecessors, it seems that the new smartphone will also disappoint but this time around it's the battery that's going to be under the scrutiny of loyal Apple followers and critics alike.

Consumers who are looking for a major upgrade in Apple's upcoming iPhone are going to be disappointed to know that the device will come with a 1715 mAh battery, which is significantly smaller than the previous iPhone's 1810 mAh battery, The Week wrote citing a Chinese report from cnBeta.

The "weaker battery" of the iPhone 7 is said to have dropped the power of the new iPhone than what the iPhone 6 offers. Forbes even pointed out that this is actually a huge concern since battery has always been an issue when it comes to Apple and its iPhones.

Many iPhone fans have always been hoping for a major improvement in the battery of newer iterations of the famous smartphone line, but Apple seems to have its sights on different aspects release after release.

Despite the smaller battery of the iPhone 7 though, Apple, who is still mum about the specs and features of its upcoming handset, has yet another reason how the small battery pack could still last for hours, and that is is the software improvements brought about by the new operating system, the iOS 9.

As per the Daily Telegraph, the iOS 9 is more battery-friendly than the iOS8. Add to this Apple's new Low Power mode and users are set to make the most out of their iPhone's daily juice.

Meanwhile, the marketing team of Apple appears to be lobbying for a last-minute change in the official name of its new iPhone iteration. According to MacRumors, the marketing team took to various advertising media to voice out their desire for the phone to be officially called the iPhone 7 and not the iPhone 6S.

"Dear Universe, Please call it the iPhone 7. Sincerely, 6S Marketing," read the sign that the marketing team has plastered on several billboards and trucks in Times Square. However, this could just be a publicity stunt ahead of the official unveiling and release date of the new iPhone.

The iPhone 7 is expected to be unveiled on Sept. 9 in a California event.