For months upon months the world has been awaited the announcement of the release date of the next generation iPhone. We don’t even have a name for the device quite yet, though many have been suggested; iPhone 4S, 4G, 4+ and obviously, 5. We're thinking 5 seems the most likely name.

All that’s about to change, we hope. A report from AllThingsD suggests that the next generation iPhone will launch in late October. The report claims that AT&T (a US carrier) has not allowed any of its employees to take leave during the last two weeks of September in preparation for initial release of the new Apple device. No exact date of release was revealed, only that it would be later in the month.

However, as with any rumour, very rarely is there any solid evidence. What we can however suggest is that it will be announced no later than the end of September. If Apple don’t bring it out by then, their sales will suffer hugely, as the Nokia N9 and new Windows phone are set to be released around the end of September.

Right now, the world has no idea what to really expect from the new iPhone, only that it’ll be better than it’s predecessor, the iPhone 4. Obvious improvements would be on the quality of the camera, the screen size - although that’d be a risk on increasing the size of the phone and thus changing the design of the phone. A new design is a must, however improved screen quality is out of the question as Steve Jobs has previously explained there simply is no better screen quality than the iPhone 4.

Whatever the new Apple phone is called, it will surely sell millions. With the powers of the supreme Apple marketing team behind its launch. The question is; will it be the biggest seller this Christmas?