with the unveiling of Iphone7 today Many apple products follower Looking Past iPhone 7 to Next Year's iPhone 8

2017 will be the 10-year anniversary of the device.

The iPhone 7 is expected to make its global debut on Wednesday, but many consumers and investors are already setting their sights on Apple’s 2017 version of the popular gadget, hoping for more significant advances.

At its annual product launch in San Francisco on Wednesday, the world’s most valuable publicly traded company is expected to reveal an iPhone without a headphone jack, paving the way for wireless headphones, a touch-sensitive home button that vibrates, double-lens cameras for the larger Plus edition and other incremental improvements.

Apple  AAPL 0.09%  typically gives its main product, which accounts for more than half of its revenue, a big makeover every other year and the last major redesign was the iPhone 6, in 2014. The modest updates suggest that this cycle will be three years.

“It looks like part of the reason they are keeping the design the same this year is there are bigger changes they are working on for next year,” said analyst Jan Dawson of Jackdaw Research.