Apple's highly anticipated event on Tuesday looks to extend the reach of the iPhone to new markets as the tech giant moves to regain momentum in the smartphone segment.
Analysts believe an invitation-only special event at Apple's headquarters in Silicon Valley will spotlight a more economical iPhone priced to compete in places where money is tight, along with a beefed-up top-end model.
Forrester analyst Charles Golvin said the consensus is for Apple to unveil a new high-end phone, "most likely called the 5S, with the same look and feel physically but with a speed boost; new processor, and new graphics capabilities."
A lower-cost iPhone, has been dubbed the 5C "because it would come in multiple colors analogous to today's iPod touch," Golvin said.
Speculation about the iPhone 5S included the debut of a gold color and fingerprint recognition for enhanced security.
Analysts were keenly focused on the promise of an iPhone 5C to win over buyers in China and other developing markets where there is fierce competition from low-priced smartphones powered by Google's Android operating system.
Apple has also invited press to a Wednesday event in Beijing that analysts believe signals a deal to add iPhones to China Mobile's massive telecom network in that country.
China Mobile has more than 700 million subscribers, according to Barclays Equity Research.
"The only real potential to surprise investors seems to be in the scope and velocity of a new China strategy and any new features within iOS 7 and fingerprint scanner technology," Barclay's said in a note focused on what is expected from
Apple's iPhone franchise has historically focused on premium products at premium prices, essentially leaving the company "unable to address" approximately 60 per cent of the opportunity in the smartphone market, the investment bank Cantor Fitzgerald said in an analyst note.
"We expect this to change with the introduction of the plastic-encased iPhone 5C," Cantor Fitzgerald said.
Analysts did not foresee any talk of Apple watches or TV at the Tuesday event.
"I don't think these are things that Apple wants to get into at this point," Gartner analyst Ken Dulaney said of persistent rumors of an "iWatch" or revolutionary advancement in Apple TV set-top boxes.
Many analysts dismissed worries that Apple lost its innovative edge after the death of the company's legendary co-founder Steve Jobs in late 2011.
"There is always pressure on Apple to show they can innovate, but it is also present for their competitors," Golvin said.
"There is an almost