Two new models are expected to be revealed later today - a higher-end iPhone 5S and its cheaper alternative, the iPhone 5C
Apple is holding a special event today in the US but is keeping the purpose of it a top-secret - which only fuels fan speculation.
It has been widely-rumoured online that the event will see the launch of a higher-end new phone, probably named the iPhone 5S.
Speculation and leaked images also suggest it will have a fingerprint scanner, but it is also expected to have several other exciting tweaks.
Nobody outside of the Apple circle knows for sure what will come out of the conference, but the company released a teaser invite last week as it hopes to go two steps ahead of its rivals.
As you can see above, it cryptically stated 'This should brighten everyone's day' and showed several different coloured circles blended into the background.
So what does this mean, when is the announcement and what can we expect from it?
We have all the details you need to know...
What time is the announcement?
The announcement is scheduled for 10am Pacific time or more importantly 6pm UK time.
Where is it happening?
It has been scheduled to take place at the Apple Campus in Cupertino, California, today - the eyes of the world's media are patiently watching and waiting.
Can I watch it live?
You can keep up-to-date with all the latest news, pictures and reveals by watching our Mirror live blog nearer the time. There will also be a live stream where you can watch the announcements in real time.
What does the invitation tell us?
Coloured circles and the phrase 'this should brighten everyone's day' clearly suggests the next set of iPhones will be given not only a digital makeover but an image revamp.
iPhones have traditionally been black and then more recently white. Whether this change will be the primary colours in the invitation we are yet to find out - but rumours suggest so.
What are we expecting to be announced?
Many believe the main reveals will be the iPhone 5S - a slightly more upmarket and improved version of the iPhone 5. Rumours again are that it will come in new colours. There has also been suggestions that a cheaper version will be announced, known as the iPhone 5C.
The iPhone 5S is expected to feature a fingerprint scanner along with several improvements that have not yet been leaked.
There could be more information on the new iOS7, which is scheduled for Autumn and will be a 'new chapter' for iOS. The software is expected to be primarily focused on phones with bigger screens, which leads us to the iPhone 6.
The Wall Street Journal said Apple are "testing phone devices with screens ranging from 4.8in to 6in" - rumours already suggest this could be the iPhone 6 but it is not expected to yet be revealed this early.
It is unlikely (but not impossible) that there will be a new iPad released.
But things have been quiet on the iPod front so it wouldn't come as a surprise if there was a new MP3 player introduced at some point.