Updated from Aug. 29 to include additional analysis from portfolio manager on the second page.NEW YORK ( TheStreet) -- The world awaits Apple ( AAPL) and the iPhone 5S, expected to make its big splash in just 12 days. With tons of rumors and speculation being bandied about, it's important to separate the truth from the half-truths and the ridiculous. Interest in the next iPhone from Apple has been ramping-up in the past few weeks, especially as Apple said it sold 31.6 million iPhones in its most recent fiscal quarter. That was up from 26 million in the year-ago quarter, a sign that interest in the iPhone still continues to be strong. Apple is expected to unveil the new iPhone along with a lower-end iPhone Sept. 10 in California, though the exact location has not been unveiled yet. The Cupertino, Calif.-based technology giant may also send out invitations for the event today, though that has not been confirmed. CEO Tim Cook continues to argue that the high-end of the smartphone market is not slowing down, "And I don't subscribe to the common view that the higher end if you will of the smartphone market is at its peak," Cook said on Apple's most recent earnings call. Though, there is speculation that Apple will release a low-end iPhone in an effort to grab market share away from Google's ( GOOG) Android operating system, and allow it to compete better in China.