The box will be opened on September 10th. The system is the usual: a collective pagan ritual that cyclically reveals to the people the new Holy Grail of mobile telephony, the latest iPhone model, the 5S.
The revelation comes from All Things D, the Wall Street Journal's technology blog, which - like a smartphone messiah - addresses readers with a peremptory request: "Make a nice circle on your calendar". The appointment, unmissable by definition, is with the new creation from Apple.
The launch comes at an important time for the Cupertino-based company, which continues to earn tons of dollars thanks to iPhones, but at the same time sees insatiable Android devices gobbling up market share.
One of the key questions is whether Apple is adopting a new tactic to attack mid-range smartphones. Until now, the strategy has been to sell older iPhone models for $100 or $200 cheaper than new ones. But now we start talking about a new low-cost iPhone. What is known is that the new devices will be based on iOS7, which has been in testing since Apple's announcement at the developer conference in June. The new software includes a new look for menus and icons and important updates, with improvements to the notification system and the photo organization system. iOS7 will be available for all newer iPhones, iPads and iPod touches.
News in sight also for computers and laptops. In fact, Apple should soon launch Maverick, the next version of Mac OS X.
Only archenemy Samsung will try to spoil the party in Cupertino. The Koreans have in fact strategically decided to present the new Galaxy smartphones on September 4th. Just a week before the launch of the new iPhone.
