Quoting anonymous sources, AllThingsD reported that the release date of the next iPhone could be Sept 10 in an Apple event. Apple was expected to launch the iPhone 5S along with the much-anticipated low-cost version iPhone 5C, which is aimed at checking the rivals from taking away more of the smartphone market especially in emerging markets.

The next Apple event is also a much talked about event for the release of the iOS 7. According to Apple, it is "the world's most advanced mobile OS. In its most advanced form." It was said to come with features like "Control Centre", "AirDrop for iOS" and smarter multitasking. iOS 7 was expected to support iPhone 4 and iPad 2, and later versions. It will also support the generation 5 or newer iPod touch.

The iPhone 5S was expected to come with a faster chip, a better camera, dual LED flash and a longer lasting battery. The most unique feature the phone is said to have is a built-in fingerprint reader. Rumours regarding the fingerprint reader first surfaced when Apple acquired AuthenTec, a company which was involved in providing embedded security solutions to mobile phones. Apple subsequently applied for a patent for its fingerprint scanning technology, which can be enhanced to include face recognition and retina scanning as well. The enhancements were looked upon as game changers primarily for two reasons. First, the stylish and expensive iPhones became a target for thieves to make some quick money, a strong security system such as the retina scanner will put a stop to these incidents. The most important reason was that, with the advent of smartphones, more and more people go online to do their shopping; therefore, a strong security system was needed to facilitate smooth and uneventful e-commerce transactions.

The cheaper iPhone 5C with a plastic body was expected to provide a great degree of customization. With customization being the key factor in Motorola's Moto X, Apple did not want to be left behind.

However, the next version of Mac OS X, "Mavericks," was not expected to be a part of the Sept 10 launch, which is the release date of new iPhone models.