The excitement around the upcoming Apple iPhone 8 is fuelled partly by the intense secrecy around the product.
Apple is great at building up anticipation by keeping its cards very close to its chest when it's gearing up for a new product launch.
But that doesn't mean the odd snippet of information doesn't sometimes leak out, and Apple aficionados have been lapping up any tidbit of information that emerges, no matter how questionable the source may be.
The latest leak tells us quite a lot about what the Apple iPhone 8 will look like, as the gold, pink and red external colours will not be available with the new device.
Instead, people will be able to choose from matt black, gloss black and silvery white.
This decision has been taken as the OLED display on the iPhone 8 apparently features a cutout top bezel that has, to use an understatement, divided opinion somewhat!
It therefore seems as if Apple wants to minimise the visual impact of this controversial design feature by sticking to neutral colours.
The OLED screen, which will deliver a much brighter and more vivid display than an LCD screen, will reach out to all edges of forward side of the phone, but still leave room for key features like sensors and a camera lens.
Apple's design choice has already fuelled speculation that it wants to position the new iPhone as a high-class smartphone, so exclusivity and boutique styles could be at the heart of the product launch.
But admittedly, that won't tell us much that we need to really know, such as the technical specifications.
Many of the leaks over the last few months have been mainly centred around the device’s cosmetic features, rather than what the thing can actually do!
With the Apple iPhone 8 set to be unveiled in early September, we don't have long to wait until our questions are answered.
But at this point, we still don't know for sure when the product itself will be on sale – and much may depend on Apple's trading results that are being issued later today (August 1st).
If the company's financial forecasts are fairly optimistic, there's a very good chance that we could see the iPhone 8 hitting stores before the end of September.
But rumours have surfaced that the device could encounter manufacturing problems, since it will feature many cutting-edge features that aren't easy to source en masse.
If that's the case, then it could be a bit later in the year until Apple fans can pick up the latest iteration of the iPhone.
That's certainly the view of Amit Daryanani, an analyst at RBC Capital Markets, who wrote in a report: “Based on incremental supply chain data points that suggest a more pronounced OLED iPhone delay, we think the flagship device may not see initial shipments until October (vs. mid/late September for historical new iPhone launches) with volume shipments not occurring until the November/December time frame.”
This could certainly hit Apple's forecasts for the final quarter of the year, with the early rush to buy the new iPhone being spread across the October to December period and January to March 2018.
And of course, plenty of people will have already held off on buying a new smartphone until the iPhone 8 comes along and been eager for a September launch.
A delay could prove costly for Apple if these people decide they're sick of waiting and turn to a rival brand for their new phone.