The rumour mill has been suggesting for some time that the Apple iPhone 8 is set to be unveiled in early September.
But we're still not very clear on exactly when it will hit the shelves, and rumours suggest it could be several months after the big launch before it goes on sale.
Some industry observers have suggested that manufacturing issues could lead to a potential delay, since the device is set to feature many cutting-edge components that aren't easy to source en masse.
Many consumers have already held off purchasing a new mobile phone because of the iPhone's imminent launch.
But after September, people will start thinking about budgeting for Christmas and it goes without saying that the iPhone 8 won't come cheap.
On top of that, there's a possibility that people might finally run out of patience waiting for Apple's latest product.
As a result, there's a very good chance that consumers could opt to snap up a new smartphone from a rival manufacturer instead – a very real possibility in light of the fact that the latest addition to Samsung's Galaxy range is on its way.
Even if the iPhone 8 is rolled out in October, if Apple starts struggling to meet demand, it might be later in the year before the device can be made available in some markets.
Together, these two factors could potentially have a major impact on Apple's final-quarter profits.
We know the Apple iPhone 8 is guaranteed to be a huge hit, but success is often down to good timing, so the company can't afford to keep eager fans waiting too long.