It's always a bit of a problem when companies' product launch expectations precede them. Cast your minds back to, for example, the Nokia N95.
A great product for its time - but sadly, "it's what computers have become" was probably a bit over-eager. Similarly, the announcement that we were about to see a product unveiled that would revolutionise life more than the internet. And the Segway arrived.
So, the claim that the iPhone 5 willbe the "biggest product launch in consumer electronics history" is pretty ambitious. Although if there is one product we can see fitting that mould at least, it is the iPhone.
This is not a claim by Apple itself. Remember, Apple hasn't even acknowledged the iPhone 5 publicly. It never really does with announcements kept off the boil until the official day of reckoning. It's actually from Wells Fargo, based on its Outperform rating on Apple stock.
Anyway, we're gearing up now. The announcement is expected in October, or possibly earlier, although again, we won't know that it officially even exists until the day. That said, we do kinda know (read: guess) what it'll include and that's a slightly bigger screen, a 7.6mm case, NFC support and smaller, redesigned dock connector.
Until then, our guess is as good as yours.