It's getting tough to tell new smartphones apart from the old ones based solely on the number in their titles. Which is why LG is ditching the concept entirely by naming its latest phone the LG Velvet.

In a press release, LG explained the Velvet is the first device that will launch as part of its new branding strategy. Specifically it's "moving away from alphanumerical designations in favor of familiar and expressive names," and emphasizing design instead.

I'm glad all of this is coming from a company that named their last phone the LG V60 ThinQ. It's something that I avoid saying out loud at all costs because it's truly a mouthful.

But the new design strategy also means any plans for the LG G9 ThinQ have clearly been scrapped. The new phone was supposed to be a follow up to last year's LG G8 ThinQ, which was part of its G-series lineup of devices.

According to Korean news site Naver, the G9 would've been a midrange device rather than a flagship like the G8 as it's apparently supposed to include the Snapdragon 765 chipset complete with 5G connectivity.

Now, these specs are reportedly reserved for the Velvet instead. Which also means it'll have an affordable price tag.

The phone will also have a minimalistic design that's a lot different from what we've seen from LG recently.

For starters, LG is introducing a "3D Arc Design", which means the edges of the display are symmetrically curved to allow for a more natural and comfortable grip.

On the back of the phone is something called a "Raindrop" camera. The triple cameras and LED flash are stacked on top of one another in descending order from largest to smallest, which is supposed to mimic the look of falling raindrops.

LG says the main camera sits "slightly" above the surface while the other two camera lenses are kept under smooth glass. That way, there's no annoying camera bump.

We saw a somewhat similar design back at CES this year, when OnePlus debuted its Concept One phone with disappearing lenses. Like the LG Velvet, the camera sensors also sit beneath the glass.

Essentially, the raindrop camera module is supposed to take up less space while also providing a smoother feel and sleeker look.

LG remains tight lipped on any specs and features though.

The launch date remains a mystery as well. But Naver reportswecould see the phone revealed on May 15, which isn't that far away.