A fresh leak of new software for Apple devices appeared to confirm rumors that the company will unveil three new iPhone models, with the most radical changes packed into a top-of-the-line "X" version.
Evidence suggests that two iPhone 8 models would essentially be improved versions of their predecessors, while the "X" version will boast an improved quality edge-to-edge screen, advanced augmented reality capabilities, and facial recognition instead of a "home" button to unlock the screen, analysts said.
"It's certainly a shame to see some of these details leak so close to the launch event, but in practical terms there's no meaningful impact on the launch itself," said Jan Dawson of Jackdaw Research in a blog post.
"It's still looking like this will be a big set of upgrades for the iPhone and will lead to a good boost in sales over the coming year. The big outstanding question is still when the iPhones will be available, and when they'll be available in decent numbers."
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The media event is the first in the Steve Jobs Theater at Apple's new "spaceship" campus in Cupertino, evoking the memory of the company's late co-founder and iconic pitchman.
Jobs introduced the first iPhone on January 9, 2007 and set the stage for mobile computing -- and an entire industry revolving around it. The first devices became an instant hit as they went on sale on June 29 of that year.
There has been unconfirmed talk that an iPhone X, or whatever name Apple choses for it, could be priced as high as USD 1,400.
"Even if you can't afford it, this has to be the one you lust after."
The new iPhone would also need to "set the bar" in a market with premium Android-powered handsets priced much lower, according to the analyst.
The added expense of using OLED screens -- organic light-emitting diodes -- was expected not only to boost the price of the new handset but to constrain supply, and potentially delay arrival of the smartphones to market.