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The much anticipated iPhone 5S from the tech giant Apple is expected to be unveiled in mid-September, soon after the launch of iOS 7.

According to Dave Smith, a technology coordinator and writer at International Business Times who analysed Apple's product launch strategy, the Cupertino firm may launch its next generation iPhone on 20 September, two days after iOS 7 would make its anticipated debut.

Although Apple remains decisively silent on the launch date of its upcoming devices, it is expected to launch iOS 7 exactly 100 days after the launch date of iOS 6, which is 18 September. It was also said that the 'low-cost' iPhone may be introduced on 27 September or 4 October.

"Apple would never release its newest iOS without some new hardware to go with it. This is why we fully expect Apple to release the iPhone 5S just two days after the release date for iOS 7, on Sept. 20; the iPhone 5S would likely be introduced an event one week prior to its release (as well as the release date of iOS 7) on Sept. 10," Smith noted.

Rumours of Apple's next iteration smartphone have been doing the rounds since the launch of iPhone 5. Earlier in April, KGI Securities analyst Ming-Chi Kuo had said that iPhone 5S launch has been delayed over issues in the production of Apple's next smartphone line-up.

There were also alleged images of the next generation iPhone showing the SIM card tray in two different colours - silver and bronze or gold. Previous reports said iPhone 5S could come in multiple colour variants including in green and gold. Topeka Capital Markets analyst Brian White had also claimed that the device would make its debut in more than eight colours and in different sizes.

Regarding its specifications, iPhone 5 S is expected to use the upcoming iOS 7 operating system and would be upgraded to a 13-megapixel camera from the 8-megapixel snapper seen in the previous model. Reports that it would also pack a fingerprint sensor emerged after the company acquired Authentec, a firm which deals with fingerprinting technology, in a $356 million deal in July 2012.