Consumer electronics giant Apple is expected to take the wraps off the latest addition to its smartphone family, the iPhone 5, later today in San Francisco.
Immense pressure is on Apple to deliver an impressive device to appease consumers who may have held off upgrading to the iPhone 4S, which launched last October.
Speculation has been rife about the iPhone 5's specifications, with many analysts expecting a larger screen, longer battery life and a slimmer body.
The market for smartphones is getting tougher and real innovation difficult to achieve.
4G connectivity
"If the new device is 4G as expected that might impact battery life negatively," Rob Bamforth, a telecommunication analyst at market watcher Quocirca, told IT Pro.
Bigger screens
Industry sources have also suggested the new device will boast a screen that is 30 per cent larger than the iPhone 4S.
However, Bamforth said bigger does not always mean better, in the eyes of smartphone users.
"A bigger screen might appeal to some users, but size is dictated by pockets, purses and palms, so [Apple] only [has] a little leeway before [the iPhone] becomes a tablet," he said.
New iOS6 features
The firm has already communicated some of the changes end users can expect to see in iOS 6, including the removal of the pre-loaded version of video streaming app YouTube. Google Maps will also not feature on the new device.
The operating system is also expected to cement Apple's ties with social networking giant Facebook, with some industry watchers expecting tighter integration between the site's functions and iOS 6.
For instance, users may no longer need to use the Facebook iPhone app to upload pictures, post their location and share links, it is thought.
Improvements to its Siri voice service are also expected, as is the inclusion of a new "Passbook" app, where users can store electronic tickets for films and flights.
Great expectations
Although, Gene Munster, an analyst at Piper Jaffray, told Bloomberg he expects the new device to sell around 10 million units by the end of September.
Quocirca's Bamforth is also confident the new iPhone will be a success, but added a note of caution.
"The market for smartphones is getting tougher and real innovation difficult to achieve," he explained.
