Speculation has been rife about where Apple can take the iPhone next. Images of what the new model could potentially look like have been leaked onto the Internet, and people have even begun to speculate what the new model will be called. Will Apple trump for the time-honoured tradition of adding an 's' version of their most recent model, or will the production line skip straight to the iPhone 7?
Rumoured new features include Apple incorporating the Force Touch capability which was first introduced in the Apple watch a few months ago, enabling the device to tell the difference between a light touch and a hard press.
Then there are the rumours that the new model will herald the biggest leap forward for the phone's in-built camera. The rumoured 6s and 6s Plus will have a 12 megapixel camera, and the ability to record 4K video. Speculation is also rife that the new model will have an improved Touch ID.
The unveiling of the new iPhone model has become something of a time-honoured tradition every September, and it is always greeted with a degree of excitement and anticipation. Yet the latest iteration of the iPhone once again begs the question: where can the iPhone go next? Or, more accurately, how many different ways can the iPhone find to surprise us, the consumer?
Since the death of the pioneering Steve Jobs, it is arguable that Apple have only made small, cosmetic changes to already existing products, rather than inventing world-changing new ones such as the iPad. Tim Cook, who has replaced Jobs, is credited as an excellent manager, but is thought to lack Jobs' drive and creative flair. After all, a smaller iPad is very nifty, but is not exactly game-changing.
Innovation has always been the watch-word of the Apple corporation, but some have begun to worry that it is running out of steam, and that Apple has simply become just another faceless corporation in the mould of its competitors Google and Samsung. Apple is still worth billions of dollars; its just that some now fear its no longer the trend-setter it once was under Jobs' last years at the company, when it seemed to go from strength to strength.
Critics have complained that these small technological advances such as retina displays and improved cameras will make it harder for Apple to stay it ahead of its competitors. There are also those who have questioned as to why Apple continue to tinker around the edges with smaller features such as screen size and display, and continues to do make very little progress with nagging flaws such as poor battery life.