Apple may reveal the date of the iPhone 12 launch event as early as this week, Bloomberg reporter Mark Gurman writes on Twitter. (Update: we now know that Apple is holding an event on 15 September.)

Mark Gurman, who has broken several significant Apple stories in the past, does not believe any product launch will take place this week. He also thinks the event (which will be for the Apple Watch Series 6 as well as the iPhone 12, in his view) will be entirely virtual.

Not everyone agrees with Gurman's position, however. Apple leaker Jon Prosser has publicly and repeatedly claimed that Apple will put out a press release on Tuesday 8 September announcing the launch of the Apple Watch Series 6 and a new iPad. That's the "rumours of new Apple products appearing this week" that Gurman is seeking to refute.

According to 9to5Mac, Apple traditionally sends out invitations to iPhone events two weeks before the event itself takes place. In that case, anything we're invited to this week couldn't happen until almost the end of September.

But all the usual rules go out of the window this year. Since 2020's event is expected to be virtual, it could be held mere days after the invites go out: no (or very few) journalists will be invited to Apple's headquarters, so there are fewer logistical concerns to think about.

The new iPhone is expected to come out in October; catch up on the latest leaks and theories in our iPhone 12 news hub. If you can't wait that long, browse our iPhone deals for the best current bargains.

This article originally appeared on Macworld Sweden. Translation by David Price.