There's no doubt about it, when Apple launches its new smartphone each autumn, it's one of the highlights in the mobile calendar, and a moment that never fails to grab the attention and get everyone talking.
We're still a few months from the newest version of the phone, a successor to 2013's iPhone 5s, hitting the shelves, but rumours have, as always, been flying around already. So what do we know so far about the device likely to entice Apple's dedicated fans to trade their phones in later this year?
Although nothing official has come out of the Apple headquarters in Cupertino yet, predicting the release date of iPhones is hardly rocket science, and we expect to see the latest iteration of the blockbuster device hitting the shelves around September 2014.
However, there are rumours that this year could see the debut of the first 'iPhablet' version of the iPhone, a challenger to the throne of the Samsung Galaxy Note 3. Many even expect to see this as early as June this year.
Without a doubt, the issue that has got tongues wagging most this year has been design, with most expecting to see a total overhaul of the iPhone's look.
While 2012 saw the iPhone 5 take on an elongated display, many expect that this year will be the year it gets even bigger. Don't be surprised if we see something as large as a 5.7 inch screen come autumn – although a 4.7 inch display is far more likely. KGI's analyst Ming-Chi Kuo is one who has backed the latter.
Kuo also expects the phone to have more of a rounded back than the flat versions we have seen every year since the iPhone 4 launched in 2010, while the bezel will be reduced by up to 25 per cent to compensate for the larger screen, maintaining the ease of use.
Again, little is actually known about what specs the iPhone 6 will be packing when it comes to our shores this year, but what is easiest to predict is the screen, with Macrumors stating that it expects to see a 1334 x 750 Retina display at 326 pixels per inch.
As well as this, Mr Kuo from KGI has said that it is likely Apple will run with a new A8 processor for the phone, but will stick to its 1GB of RAM, which pitches it far below the ever-increasing levels seen on rival smartphones.
The camera is also expected to stay at its 8MP level for the time being, but the arrival of Sapphire glass should allow the firm to introduce touch ID this year, and it is strongly rumoured that it will enter the NFC market for the first time.
Prices for Apple products are always premium, especially when it comes to its flagship smartphone, so expect to pay top dollar for the iPhone 6 this year. Apple is more than likely to discontinue the iPhones 4 and 4S to keep the 5 and 5s as 'budget' models, but don't expect to be able to pick up an iPhone 6 for any less than £700 for the top models.