Under a black 12 for Sept. 12, the Cupertino, Calif.'s designers put in a shadow of a 5, suggesting the long-awaited debut of the iPhone 5, which had been expected a year ago, when the company rolled out the iPhone 4S model, its current bestseller.
Apple didn't provide more specifics but scheduled the event for the Yerba Buena Center to start at 10 a.m. PDT.
Apple shares rose $3.75 to $668.99 in afternoon trading.
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