And off we go. Apple has sent out press invites to an event entitled ‘Let's talk iPhone' scheduled to take place in Cupertino, California on October 4th.
And while of course all details about the event remain firmly secretive, it's safe to say that the meeting will be used to reveal the next iteration of the iPhone.
Yesterday MCV reported that Apple Store workers in the UK have been told to cancel all their holiday for the first two weeks in October, pointing to an almost immediate launch for the device.
The nature of the device remains a matter of debate, however.
Some believe that it will be an updated version of the current iPhone 4 hardware, with a better camera, faster processor and improved voice control.
Others suggest a ‘proper' upgrade is on the cards, including a new form factor and bigger screen for the device. It's also been rumoured that a lower-spec iPhone 4 replica will launch to target budget-orientated markets.
Note, too, that this will be the first product launch under new CEO Tim Cook following the resignation of Steve Jobs last month.
Apple sold over 20m iPhones in the quarter ending June 25th.