Everyone who thinks Apple must be calling it the 5 because people can get confused, are wrong I think. Has No one ever noticed that Apple can use the iOS numbering scheme as a guideline to tell what iPhone one has. iPhone 4/4s was with iOS 5. The new iPhone will be accompagnied with iOS 6 and next year it will be the new iPhone with iOS 7 etc. etc. Look at the packaging of the iPhone the iOS version states on all previous packagings or will be from now on. It's the most logical and simplest thing to do to achieve clearity among those devices. So my guess will be on september12th they will simply launch the new iPhone version iOS 6.