Yet another report has pointed to 12 September as the formal unveiling and pre-order date for the next Apple iPhone.
News site iMore credited unnamed industry sources in reporting that the company would introduce the so-called iPhone 5 to the market on 12 September, with general availability in the US slated for 21 September.
An international and "second wave" release for the handset is said to be targeted for an early October date.
The iMore report falls in line with earlier reports that the company is planning to hold a major event on 12 September. In July, a number of media outlets reported that the company was looking to the mid-September date to introduce the handset ahead of a release in late September or early October.
Apple has traditionally preferred to introduce its new iPhone models with media events at or near the launch of pre-order availability. The general release of the handset usually occurs shortly after, as do international rollouts.
The company has thus far remained silent on the iPhone 5, refusing to release any details on target release dates for the handset. Even so, anticipation for the device has been high all summer as users have held off on purchasing competing handsets.
Among the features said to be planned for the iPhone 5 include a new form factor which will bring a larger screen size and a slimmer case design. Other rumoured features are said to include a new plug design and a metal alloy back casing.
The iPhone 5 will also bring the introduction of iOS 6. The mobile platform will sport an improved Siri personal assistant and will be the first version of iOS not to offer a native YouTube application as standard.