New Apple iPhone reveal set for September 10

Invites sent to media outlets following rumour craze

Apple has issued media invites for a September 10 event where it will reveal its next generation iPhone.

Various technology websites and national news publications have claimed for months that the long-rumoured iPhone 5S and iPhone 5C will be revealed at the event. Apple is not specifying.

The invite card to media outlets reads: "This should brighten everyone's day". Bloggers have already debated the card's colour scheme and its similarities to the new iPhone operating system iOS 7. On top of this, allegedly leaked iPhone 5 images suggest that Apple is creating a range of new smartphones with removable colour cases, though this has not been confirmed.

Slideshow: Alleged iPhone 5c images

The event falls nearly a year after Apple launched the iPhone 5 on September 12. It remains possible, but unlikely, that Apple will reveal the next iPad model at its event.

Speculation points to the iPhone 5 successor featuring an improved camera and a fingerprint sensor.

The Wall Street Journal claimed in January that Apple has been exploring a cheaper iPhone for years.

While it's thought that a lower-cost version of the popular phone would be similar in appearance to existing models, it may switch the current aluminium body for less expensive polycarbonate plastic housing.

Last month, Apple reported a second consecutive drop in quarterly profits despite a significant increase in iPhone sales.

During the three months ended June 29, iPhone sales came in at 31.2 million, compared to 26 million a year earlier.

Apple CEO Tim Cook said at the time: "We are really excited about the upcoming releases of iOS 7 and OS X Mavericks, and we are laser-focused and working hard on some amazing new products that we will introduce in the fall and across 2014."

In May, Apple announced that iOS App Store downloads had topped 50 billion. And in early July, the company revealed the all-time best selling iPhone and iPad apps.