The next iPhone is expected to be announced this evening amid a frenzy of interest after details were allegedly leaked ahead of the event.
Watch live here
The apparent leak to two Apple-focused websites claimed to confirm the existence of the iPhone X, a special version of the phone to mark its tenth anniversary.
Discussion of new features has spiked interest in the new device to above that of rival Samsung and its new Note 8 smartphone, according to one industry analyst.
The new device, which could cost more than £1,000, will reportedly feature a face-scanning camera and cable free charging for the first time.
David Barker of technology marketing firm Amobee said online discussion of the upcoming announcement was focussing on the alleged new features, which he claimed was a positive sign for potential sales.
"Part of the challenge Apple faces around the upcoming announcement of their 10th anniversary iPhone is, after a decade spent improving the product line, it’s increasingly difficult to come up with new features to wow consumers," he said.
"During that time, the smartphone market has gone from huge growth potential to achieving scale, and now the biggest competition for a new iPhone model is often old iPhone models as the audience needs to be convinced an upgrade is warranted.
"In that context, the high amount of digital interest for facial recognition and wireless charging around the upcoming iPhone is an extremely positive sign for Apple, and the early indication is if those features are announced on Tuesday, that would generate the necessary excitement to lift iPhone sales."
Mr Barker said the increased discussion around Apple since the leak had seen online engagement for iPhone-related content increase to 18% more than that of Samsung’s new Note 8 phone.
The most popular subjects were the possible inclusion of facial recognition software and wireless charging.
The iPhone X will reportedly be unveiled alongside the iPhone 8 and 8 Plus at the company’s new headquarters in California.
A new Apple Watch and Apple TV streaming box could also be among the new products showcased by the technology giant.