Apple yesterday sent out invites to a Sept. 12 press event, where the company is expected to unveil the next iPhone. 

The invite features the number '12' with a subtle foreshadow effect that looks like the number '5', suggesting the event will indeed be all about a device that the media has been referring to as the iPhone 5. 

The new phone, which has seen a variety of purported leaks online in the form of pictures and specs, is expected to feature a larger touchscreen and LTE connectvity, among other additions.  

Apple saw a lag in iPhone sales in its last fiscal third quarter, which was largely attributed to customers awaiting launch of the iPhone 5. Still, Apple devices remain in favor with consumers. According to ComScore numbers released today, Apple’s share of the 114 million smartphones purchased in the United States during the three months ending in July increased 2 percentage points sequentially to 33.4 percent. 

Google's Android OS ranked as the top smartphone platform with 52.2 percent market share, an increase of 1.4 percentage points. 

While Samsung's Galaxy devices have done incredibly well, iPhone announcements tend to eclipse the rest of the market entirely, which is why other OEMs will try to beat Apple to the punch. Apple's announcement next week will be preceded by announcements this morning from Nokia and Microsoft, as well as one from Motorola Mobility later this afternoon.