Apple CEO Tim Cook reportedly gathered Apple Retail Store managers last week to sound off the company's fresh marketing approach that will be in immediate effect shortly after the iPhone 5S release date later this year.

According to reports by 9to5Mac, Mr Cook oriented the tech giant's frontliners on likely adjustments that will take place in preparation for the imminent arrival of what the Apple chief had termed as 'army of new products'.

The Apple big boss was accompanied by Eddy Cue and Craig Federighi during the meet that was held in Fort Mason, San Francisco on June 27, the same report said.

The discussion centred on Apple's new thrust of selling more iPhones from its brick and mortar outlets as Mr Cook noted to date, about 80 per cent of iOS smartphones grabbed by consumers worldwide were retailed by third-party sellers.

The tech firm would want to change that to further expose walk-in buyers to other Apple products like the iPad tablet and Mac desktop and notebook computers.

"The iPhone is Apple's central 'gateway product' to other devices like iPads and Macs, so it is critical that the Apple smartphone is sold via an Apple Store so new customers are immediately exposed to iPads, Macs and other devices on the showroom floor," said 9to5Mac on its report.

A parallel goal is to increase the traffic of iPhone users who seek the assistance of specialist on Apple stores, the report added.

Accordingly, Apple is upbeat that its fresh 2013 lineup would draw the same amount or even bigger crowds once they become available, which analysts said should start happening late September this year.

Included in the 'army of new products', per reports by MacRumors, are the iPhone 5S and its low-cost edition, which according to numerous reports will be marketed as either the iPhone Mini or iPhone Lite.

The handset will come in rainbow colour options.

The redesigned iPad 5 is also part of the product onslaught from Apple. The fifth-gen tablet, analysts said, has been significantly slimmed down from the previous build, largely assuming the look and feel of its smaller sibling, the iPad Mini, which is slated too for a Q4 2013 release date.