It seems like just seconds ago the world went crazy over the release of the iPhone 5S but rest, as they say, is for the wicked, and the people at Apple are certainly not ones to rest on their laurels.
As they work on their next iPhone - dubbed the iPhone 6 - the rumor mill churns. So what's the latest?
The expectation is that the next big device is going to come with a larger screen to gain some of the ground that Samsung has comfortably parked itself in with the generously sized Samsung Galaxy Note III.
The indications are that the iPhone 5C is going to be ditched as the cheery, wallet-friendly piece of plastic just hasn't delivered on the sales front.
According to a source who spoke to The Wall Street Journal, Apple is going to launch two new iPhone models with larger displays. The iPhone 6 will clock in at around 4.8 inches, while the other model will exceed 5 inches.
Apple Insider reports that analyst Timothy Arcuri of Cowen and Company issued a note to investors claiming that Apple has "locked down" the design of a new iPhone with a display larger than 4.8 inches.
If these reports are accurate, that would make both devices Apple's biggest iPhones yet, comfortably topping the 4-inch iPhone 5.
The Wall Street Journal puts the debut of the devices in the second half of 2014, which would line up with existing expectations that Apple will go for a September release date.
The insiders told the journal that the larger screen version is still in its preliminary development.
Apple refused to corroborate the reports.
The company's hand has been somewhat forced in bringing out larger devices. The petite iPhone may look good but the healthy Samsung sales are a sign that consumers are more interested in a device that will not only look good, but let them surf and play in comfort. The Samsung Galaxy Note III, with its roomy 5.7 inch display, has already been out for months now, so for Apple it has been all about catch-up - not a position they want to be in.
But will it lose out to Samsung again as the Korean mobile giant gets ready for the release of its Galaxy S5?
The release date for this had been expected at the Mobile World Congress or around that time, but now the Korean version of ZDNet is reporting that invites have gone out to the media for a press conference on February 23.
The press conference promises reporters "an exclusive sneak preview of the newest Tizen devices as well as an opportunity to learn about the major milestones that the Tizen project has hit since last year's event".
Of the device itself, the rumors are that it will come with a fast Snapdragon 805 quadcore processor and with a 5.2-inch display.
The display is rumored to have a 2k resolution and 560ppi.
It'll also look and feel a little different, as Samsung Vice President and Head of Design Strategy, Dong-hoon Chang has said in an interview with Korean news provider inews24 that the company is using new materials for its next devices. That could mean metal or carbon fibre.
In addition to being more powerful, it's rumored that Samsung is working on new hover technology to improve the experience for gamers by removing the need to touch the screen, and that it will feature a fingerprint scanner on the display, not on the home button like Apple's iPhone 5S.
