For the past three iPhone releases, Apple released the new model a few weeks after its official announcement. There have been some rumors that Apple will release the new iPhone that likely will be announced Monday immediately afterwards (probably Tuesday in that case). It would make sense if Apple wants to make the device available as quickly as possible rather than having hype build up on its own since we already know a lot about the supposed next iPhone. I have bought every iPhone model within the first two days it was released (with the exception of caving into buying the original iPhone after two weeks). I still need to sell my iPhone 3GS, but I'd like to purchase my new iPhone before shipping it out since this year I can't be without an iPhone for a few days (or weeks), so I'll need to know the release date of the new iPhone so I'm not waiting weeks after send a buyer my iPhone 3GS. I'd like Apple to announce the release date as being in late June or early July. Including the benefit above, there are others. One of them is that case manufacturers can have new cases available for pre-order and can fine tune their cases for the release date. I'm highly considering a vaja case, especially since the new iPhone should have a very scratch-resistant back, so I can pull my iPhone in and out without worrying about it as much when I have it out of the case. Since vaja takes at least a month on average to get a case to you, I can order a case in advance and have it in time. It always seemed to pay off to have consumers wait a few weeks to buy a new iPhone, so I actually hope that Apple doesn't end that trend. I like to be in the launch frenzy, but I like selling my previous iPhone and buying or being able to consider a few nearly perfect cases first. That being said, I likely won't buy the new iPhone this week if it's released (though I will by the end of the month).