Apple has sent out invitations for an event on 12 September, in San Francisco, confirming the rumours that next week will see the unveiling of the next-generation iPhone.
The invitation states: “It's almost here” and features a large number 12 casting a shadow in the shape of the number five. It seems that, for the first time, Apple is confirming the name of the device prior to launch.
Apple pulled the rug out from under the media last year when it was widely expected that the latest iPhone would be called the iPhone 5, but was instead dubbed the iPhone 4S. Apple may have learnt from the experience and, as a result, is trying to better manage expectations around next week's event.
While the rumour mill has been working overtime with speculation as to what the latest iPhone will look like, an iMore report claims that some of the recent leaked images of what is said to be the new handset are actually accurate. This information comes from sources that iMore says have proven to be accurate in the past.
disappointment at the lack of a significant change in the overall design.
The key update is said to be a bigger four-inch display, with a 16:9 ratio. The handset is also said to have a metallic plate across the back, a miniaturised dock connector, and the audio jack is now expected to be located on the bottom of the handset rather than the top.
iMore notes: “While nothing is confirmed until Apple shows it off on stage, based on the parts, dummies, and other reports, it seems highly probable.” iMore was the first news outlet to report that the iPhone 5 event would be scheduled for 12 September.
Other reports claim Apple has been leaking false images of discarded prototypes in order to make the actual reveal on 12 September that much more surprising.
Pressure
Apple has a lot riding on the success of the iPhone 5, as the iPhone business accounts for more than half of the company's revenue.
Apple is facing increasing competition in the smartphone space, and in August, for the first time since the launch of the iPhone 4S last year, it was not the top selling smartphone in the US. That title was reportedly claimed by Samsung's Galaxy S3 at three out of four major carriers in the US.
Michael Walkley, analyst at Canaccord Genuity, says consumers are holding off on purchasing iPhones as they await the latest announcement from Apple. “However, our checks indicated strong consumer interest and likely demand for the iPhone 5, and we believe Apple will return to strong number one smartphone share in the US post the iPhone 5 launch.”
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