Cupertino technology giant expected to unveil latest iteration of popular smartphone during special event next month.

Sources have told the Wall Street Journal's AllThingsD that Apple is expected to announce the next iPhone during a special event on September 10.

Apple announced the iPhone 5--the latest iteration of the popular smartphone--during a September 2012 event. That phone went on to sell 5 million units in its first weekend on the market.

In addition to an iPhone 5 upgrade, Apple is rumored to be at work on a less expensive iPhone, as well as an iWatch.

Apple was a major partner for Battlefield and Mass Effect publisher Electronic Arts in the latest quarter. For the first time in the company's history, Apple was EA's most significant retail partner measured by overall sales during the April-June period.

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