Apple fans are waiting to see what "magical" new iphone Apple will announce to take the lead in the smartphone market again. AllThingsD was reporting that their reliable source confirms that the announcement event will take place September 10th.

Now The Loop's Jim Dalrymple has also confirmed that day. iMore's Rene Ritchie has also confirmed the date so it may be safe to take the day off, prep the popcorn maker and bask in the wonderful glow of an Apple product announcement. 

September 10 is an interesting date because it is close to announcements by HTC ( HTC One Max) and Samsung (Note 3)and is the end of the IFA show.

Now the question is "what will be announced?" It's safe to assume a faster iPhone 5s will be announced but most now also agree that Apple may use this even to birth the new cheaper iPhone 5c. 

I have been an iPhone user from day one but will jump to an Android device after the Apple announcement unless they blow me away. I want a faster device, with more RAM, a better screen and a camera that rivals the best point and shoot devices (with strong low light performance). If all we get is a speed and GPU bump then I'm switching to an HTC One Max or Motorola MotoX.