Well, now they have. Apple is running a iPhone media event at its Cupertino headquarters on October 4.
Speculation now centres on exactly what will be announced. Will it be an all-new handset ('iPhone 5'), or just an upgraded version of the current design ('iPhone 4s')? Or both?
Interestingly, at a conference in South Africa, Apple board member Al Gore reportedly referred to "the new iPhones released next month" - or was that "the new iPhone's released next month"? An apostrophe can make a big difference.
Either way, this will be the first big product launch for recently appointed Apple CEO Tim Cook.
The indications are that the phone(s) will be on sale shortly after the announcement, with reports that Apple Store workers (at least in the in the US and UK) are not being allowed to take holidays during the first two weeks of October.