Apple plans to unveil its next generation iPhone next month, technology blog AllThingsD said Wednesday.
AllThingsD cautioned that Apple could "change its plans anytime," but said the present plan calls for Apple's new chief executive Tim Cook to preside over the launch of the iPhone 5 on October 4.
Cook, 50, replaced Apple's ailing co-founder Steve Jobs as chief executive of the Cupertino, California-based gadget-maker last month.
Jobs, 56, the Silicon Valley visionary behind the Macintosh computer, the iPod, iPhone and iPad, stepped down as Apple's CEO on August 24.
Jobs has presided over Apple's splashy product launches in the past and AllThingsD said "the pressure will be on Cook to turn in a good performance."
"What will be interesting to see, of course, is if Jobs himself will also make an appearance, which is something that is likely to be determined by his health, in a decision that will be made very close to the event," it said.
Jobs underwent an operation for pancreatic cancer in 2004 and a liver transplant in 2009.
Apple shares have been trading at record highs this week and the stock was up 1.37 percent at $419.13 on Wall Street on Wednesday.