Apple to Unveil iPhone 5 on Oct. 4

New CEO Tim Cook will lead 'Let's Talk iPhone'

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There’s been some buzz building over the past week about a possible iPhone event at Apple headquarters in Cupertino, Calif., in the very near future. Now, it looks like the moment of truth is finally upon us. Apple sent out official invitations this morning for a special “Let’s Talk iPhone” event at its campus on Oct. 4. (That’s just one week away!)

Not only will this be a huge event given the massive hype that’s surrounded the iPhone 5 launch, but it will also be an important test for new CEO Tim Cook, who will preside over the launch. Cook has some big shoes to fill. Former CEO Steve Jobs’ name has become synonymous with the company, and his product introductions are the stuff of legend in Silicon Valley. This will be the first major product launch since he stepped down last month.

Sources told AllThingsD that the next-gen iPhone will likely be available for consumer purchase within a few weeks of its unveiling (and just in time for the holiday rush). The tech blog originally reported the date of the product rollout last week.

@adweekemma Emma Bazilian is Adweek's features editor.