Latest reports float the idea that the iPhone 6 release date is May 2014 or even earlier as fresh data suggests that the iPhone 5S and 5C duo is not winning the battle against the Android and Windows mobile platforms.

At least, not convincingly, BGR said in a new report, pointing to a fresh industry analysis provided by Kantar Worldpanel as source.

While Kantar conceded that the 5S and 5C delivered growth to Apple since the handsets' introduction in September 2013, the move up north seems insufficient for the tech giant to completely defeat its chief rival - Android.

Apple's grip on major market destinations "remain lower than the same time last year as it increasingly faces challenges from its rivals," said the same report from Kantar.

The research firm pointed to LG and Sony as the two device makers that are fully capable of introducing smartphones that could chip away on the market stronghold of Apple. Of course, Samsung is a given as the South Korean tech titan manufactures the Galaxy S4 that is regarded as the strongest iPhone opponent.

The report also noted that the Windows 8 mobile operating system has experienced resurgence in 2013, thanks mostly to the Nokia Lumia phones. As of the end of last year, Windows is the number three smartphone ecosystem.

And one common attraction attributed to iPhone's rival handsets is their oversized display panel that is now referred to in the industry as phablets. As Apple opted to stick to its 4-inch screen standard, the competition out there issued large-screen smartphones that even breached the 6-inch mark.

Prime examples are the Xperia Z Ultra from Sony and the Galaxy Mega from Samsung. Even Nokia has introduced phablet-size units to its Lumia line.

In order to secure its growth and arrest the seemingly consistent rise of phablet devices, Apple may be compelled to accelerate the rollout of its so-called iOS phablets, analysts said, that numerous reports said will come in two separate models.

Rumours from Asia seem to indicate that two new iPhones, in 4.7-inch and 5.7-inch variants, will be coming out May this year. But if the data from Kantar Worldpanel is of any solid indicator to Apple that the phablet fever is raging on, the company may be prodded to advance the supposed iOS phablet release date.

Speculations are also rife that these devices will be different from the iPhone 6, which likely will be set for a grand debut in late Q3 2014 in keeping with Apple's product upgrade cycle.

Regardless of when it is actually happening or what new form it will take, the iPhone 6 on release date is believed to sport wraparound screen that melds seamlessly with a Liquidmetal housing with sapphire glass cover and coating. An A8 64-bit chip, 4GB of RAM and iOS 8 are also tipped as part of the whole package.