The next generation of the biggest-selling phone of the smartphone era is set to be unveiled today.
The latest iPhone - expected to be called the iPhone 6s, alongside the phablet-sized 6s Plus - is expected to be debuted at a live event in California.
As Apple logo banners and flags fly over the Bill Graham Civic Auditorium in San Francisco ahead of the launch event, new statistics reveal that Apple has sold enough iPhones since the phone launched in 2007 to supply a tenth of the world's population.
Apple will be looking to turn up the heat on their rivals, by repeating the success of last year's iPhone 6 launch, when the firm broke all their sales records, shifting more than four million in one day, and 70 million in the first three months.
The likes of Samsung, HTC, LG, Sony and Huawei have all made big pushes to follow this success, with no-one able to come close in an otherwise saturated market.
This year Apple is looking to appeal to consumers by introducing Force Touch - their pressure sensitive screen technology - to the iPhone for the first time. There are also rumours of the phone coming in a rose gold finish for the first time.
Ahead of the event, research from survey firm OnePulse found that despite iPhone updates coming annually, 75% of Apple users were still excited about today's event.
The rumoured introduction of a rose gold iPhone could be crucial too, as 41% said that design and appearance is what they would be most interested in.
Beyond iPhones, Apple is reportedly set to unveil a revamped version of their Apple TV box, possibly with its own streaming service to rival Netflix, as well as a larger, more powerful iPad.