While the latest version of Apple's flagship handset - the iPhone 5 - has clearly been a resounding success - the rumour mill has been turning at full speed with reports and leaks of what might be coming next from the computer manufacturing giant.
Among these are suggestions that a wearable iWatch could be in the pipeline. This device would apparently be akin to a wristwatch, but with much of the mobile broadband functionality that is offered by a smartphone.
Sarah Rotman Epps, an analyst at Forrester, told the Daily Telegraph that this could lead to major changes to how consumers interact with their gadgets.
"An Apple iWatch will immediately make the behaviour of wearing your tech acceptable, just like Siri created a new social norm of talking to your phone like it's a person," she remarked.
The expert added: "Apple can launch a new product like no other company because it owns its own retail channel, has privileged real estate in other retailers and has a brand that's recognised even by two-year-olds."
Indeed, the iWatch rumours are not the only new device that it is rumoured Apple has in the pipeline.
Peter Misek - an analyst for Jeffries - said in a recent note to investors that there are three new connected devices in the planning stages from the firm.
At least one of these is set to be the immediate successor to the current iPhone - the iPhone 5S.
Another could be a low-cost version of the iPhone, which would primarily be aimed at the emerging markets. The goal of this would be to capture some market share in a sector that is currently dominated by major rival Samsung.
The details of the iWatch are sketchy, but it has been suggested that a curved touchscreen made from a new kind of flexible glass could be one of its defining features.
Posted by Helen Jenkins