My guess is Apple will likely announce it around end of September so they can get those pre-orders rolling in the US and then actually start selling it either on 10/10 (eve of CTIA Fall) or 10/11 (Day 1 of CTIA) and pretty much wipe out all other CTIA announcements and of course given its new magical and revolutionary design all the tech journalists will just have to leave and go to 1 infinite loop.
Great products, but honestly the way the tech world fawns over apple announcements is why many do not see them as journalists but rather fanboys. Like it or hate it this goes to the core of why many do have an anti-apple position.
Myself, I buy apple stuff, I use apple stuff, but I do not always agree or care for apples methods. I can truly be both sides of the coin. That is the fun part.