Rumors of the display size, design, or pin connector of the next iPhone - dubbed the iPhone 5 - seemingly surface on a daily basis. In an investor's call, Apple's CEO - Tim Cook - admitted there's "incredible anticipation" for future devices.

The consistent rumor on the next iPhone is the increased display size, expected to be around 4 inches, as the company aims to emulate Android phones offering popular bigger screens. Former Apple CEO Steve Jobs had said 3.5 inches is the ideal screen size.

Cook answered a question from a Barclay's analyst asking if rumors of future product launches hurt sales. "It's difficult to sort out. I am fairly convinced that there's an incredible anticipation out there for a future product. And as you would expect given what we would be able to deliver in the past ... it's a reasonable amount," Cook said.

The next iPhone is seen as an important launch for Apple, particularly on the software side: iOS has been labeled by a section of users as boring, with the same UI being used since it debuted in 2007. Android allows widget placement across screens, and extensive customization of the theme of the phone. While the open source nature can dampen the user experience when the power is given to the users, the grid-based layout looks limited compared to some Android phones.

Non-iPhone product rumors have revolved around the iPad Mini, a 7-inch version of the current 10-inch iPad. Google announced the Nexus 7 tablet in the former screen size at Google I/O in June and the smaller screens size has been described by critics as more suited to reading.

"Our north star will be making the best products in the world - that's what we breathe, that's why we live and we are not changing that ... this is when we distance ourselves from people who don't innovate," Cook added, referring to economic turmoil worldwide.

Cook admitted the products could have a lower pricing, citing the $399 iPad 2 and free-on-contract iPhone 3GS. An iPad Mini would probably come cheaper than the current iPad offerings.

Product announcements are going to happen around fall, as iOS 6 launches around the time, so it shouldn't be too long before the rumors are proved bogus or otherwise.