New Apple CEO Tim Cook will ,likely preside but will Steve Jobs make a cameo appearance?
Customers will get their hands on it a "few weeks" after the announcement, says the website , quoting unnamed sources.
The smartphone will most likely be called the iPhone 5 or the iPhone 4S, say bloggers.
A version of the phone was reportedly found in a San Francisco bar earlier this summer but few details about the phone's hardware (or should I say NO details) have emerged.
AllThingsD, part of the Wall Street Journal family, expects new Apple CEO Tim Cook (pictured) to handle most of the announcement. Cook took over when Apple co-founder, Steve Jobs stepped down after going on medical leave.
"The pressure will be on Cook to turn in a good performance at the event," writes John Paczkowski, "especially after what has so far been a very smooth leadership transition at Apple."
He wonders if Jobs himself will also make an appearance, which is likely to be determined by his health.
Says John Paczkowski, "While putting Jobs onstage with Cook could diminish the new leader’s first public effort, what better “one more thing” than Jobs himself making a cameo appearance?"
The blog TechCrunch comments: "Apple's future likely hinges more on Cook's on-stage presence than just a piece of hardware."