It's Friday and that means we're now seven days closer than this time last week to the announcement of a new iPhone.
With Apple's new model still slated to go public on Monday September 10, that means at some point in the next few days the US tech giant will set tongues wagging by sending out media and analyst invites to a San Francisco event.
Maybe they'll be sent on the same night Samsung announce the Galaxy Gear smartwatch.
But not even the lack of an invitation as yet or any concrete details on the handset has silenced the tech media in its iPhone 5S, 5C or 6 guessing game.
Here are some of the latest rumours about the fabled device along with a few more from the wider tech world about some other Apple-based plans.
If the rumour mill is right and Apple are set to show off the new iPhone on September 10, then the next rumour that it will be released on September 20 could well be true.
1. Release date
As this blog piece tells us, that date has been mooted because T-Mobile in the US seem to have stopped workers from taking holiday from Friday September 20 to 22. Apparently AT&T are doing the same.
Whatever date it does arrive, it can't come fast enough for fans.
2. 31% faster
And talking of fast, a guy from Fox News is claiming the new iPhone will have a massive speed boost of 31% over the iPhone 5.
That is down to the new A7 processor chip inside says Clayton Morris, the man who tweeted the 'news' and got everyone buzzing .
3. Gold "champagne" cover
Ah that gold iPhone rumour, it just won't go away.
Now there's a video online of what the new iPhones COULD look like in their new cases.
It's worth a watch if only to realise that nothing is certain until Tim Cook steps on stage and announces it.
And Apple never announce everything the rumours suggest - although many are often right so this one could well be.
4. AppleCare+ cover in Europe
For those who regularly drop their iPhone and smash the screen, this could be good news.
Apple reportedly plans to offer its AppleCare+ accidental damage cover in Europe soon saving us all a fortune in repairs.
Know Your Mobile say you'd pay a one-off fee for the cover and then a smaller subsidised cost for each fix you need.
5. Trade in your old model for a cheaper upgrade
One thing that could be useful for all those expecting to trade up to the new iPhone is Apple's reported trade-in plans.
Although it's only slated to launch in the US for now, this is sure to come to the UK and Europe too.
It appears that Apple Stores will offer money-off new handsets in return for handing in an older model, with the value of each deal determined by an expert in store based on its condition.
6. Fingerprint scanner
There's been a lot of talk about the new iPhone having a biometric fingerprint scanner to allow owners into the handsets features without having to secure it with a passcode.
It would make it much more difficult for criminals wanting to steal them and it'll also be harder for people to frape your Facebook or send tweets on your 'behalf'.
And according to Bloomberg Business Week , this rumour has given a huge boost to the biometric industry as a whole, buoyed by the fact a big name such as Apple could be taking their tech mainstream.
7. Use the front and rear cameras simultaneously
Away from the new iPhone - which is likely to be the 5S - and onto the iPhone 6 for a moment.
A new patent apparently lodged by Apple could feature something called Video Switching .
It could mean the device would process footage from both the front and rear cameras at the same time, a useful addition to FaceTime.
8. No new iPads
According to AppleInsider , anyone desperate for a new iPad will need to wait a bit longer as it doesn't expect any new tablets to be shown off alongside the latest iPhone - even though this next keynote event is sure to run through the new iOS 7 mobile operating software.
That would make sense though as Apple prefers to keep the product categories separate and would much rather make a big noise about iPads on another day.
9. iOS 7 release date
Talking of iOS 7, there's further noise that it could actually go live on September 10 after the keynote address.
Nuance, the company behind the Siri function on iOS, reportedly claimed this in an email to developers .
If that's true then let's hope the Apple servers hold up. With all the pre-orders of new iPhones and downloads of iOS 7, the whole internet could begin to meltdown. Maybe!
10. iWatch
And finally, with Samsung revealing the Galaxy Gear smart watch next week , it's not taken the rumour mill long to resurrect thoughts about Apple doing the same and releasing its own piece of wearable tech.
One analyst is predicting it will arrive in late 2014 costing as little as $149 . This piece suggests 63m could be made and shipped worldwide next year.
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