Apple is expected to unveil at least one new iPhone amid heightened speculation that its flagship device could feature a fingerprint reader.
The tech giant is said to have equipped the iPhone 5S with a 12 or 13-megapixel camera and is widely believed to have created a gold version of its handset.
It is expected to introduce the gadget during an event at its California headquarters where some rumours suggest it may reveal its first budget model, dubbed the iPhone 5C.
The cheaper version of the iPhone will reportedly be produced in a range of vivid colours and would present an obvious rival to the low-cost handsets sold by Apple's major competitors.
A simultaneous event will be hosted by Apple in Berlin.
The Cupertino-based firm has remained as tight-lipped as ever in the run-up to the conference which comes at a time when it faces stiffer competition than ever before.
But supposed "leaked" images which claim to show the 5S have created a considerable stir online. They appear to show a silver ring encircling the home button - thought to be part of the fingerprint sensor. The mechanism - designed to enhance security - has not featured significantly on previous smartphones.
Motorola's decision to introduce a sensor in 2011 drew mixed reviews with some customers reportedly unable to access their phones when devices failed to identify their fingerprints.
If the rumours are true, Apple's next-generation device could go on sale next Friday and may closely resemble its predecessor from the outside.
The event comes at a time when Apple is also expected to reveal its latest operating system - due for release in September. Chief executive Tim Cook dubbed iOS7 the "biggest change to iOS since the introduction of the iPhone" when he announced the new softwear earlier this year.