A rose by any other name would smell as sweet, Shakespeare once wrote. Shakespeare, however, wasn’t a marketing expert. Usually, when companies stick to a successful brand to build identity and milk as much as they can from the brand. Imagine if Microsoft suddenly chose to name Windows into, say, Microsoft OS. And yet that might be what LG is doing with its flagship G series, at least according to an anonymous official. The company will reportedly rebrand its flagship line in the first half of the year, which means there’s a high chance that the LG G7 won’t be called that by the time MWC comes around.