What changes will be made? What will stay the same? Will Apple finally give the iPhone (insert cool new tech here)?
This is year is proving to be no different.
While typically, moving from the numbered model to its "S" version is considered an incremental upgrade, with few substantial changes made to the hardware, industry analysts predict the iPhone 5S will be noticeably different from its predecessor.
Most of the upgrades are expected to come to the guts of the phone, not the external casing.
However, two of the new features, a bigger screen and the addition of a fingerprint scanner, could be delaying the production.
Bumping the size of the screen up from 4 inches to 4.3 forced Apple to delay the phone's production, a report citing sources and suppliers said, possibly pushing the device release back from September or October to the end of the year.
Low yields in the production of the fingerprint recognition chip, designed by new Apple acquisition AuthenTec, was also said to be a factor in pushing back the release of the 5S.
Other upgrades may include a 12-megapixel camera, dual-LED flash, and near-field communication, the tech necessary to operate virtual wallet apps.
The A6 chip is expected to get a boost over the current model, as well the graphics card, RAM and LTE antenna.