The launch of an Apple iPhone is a cultish event, where every eye in the geek world turns to California, either via the Internet or by satellite link-up。
The result has been every other phone company tends to keep their heads firmly below the parapet when a new iPhone is due - but not this year。
Both Google (backed by Samsung) and Taiwanese phone giant HTC are to launch their “flagship” phones within days of Apple's new handset。
Samsung - engaged in an increasingly bitter legal battle with iPhone - is providing the technology for the Google-badged Nexus Prime。
It's expected to be unveiled on October 11 by Samsung。
HTC's Sensation XL is expected to appear even closer to iPhone's launch - just two days after the October 4 event, in a launch with the tantalising invitation, “Come Feel Every Beat”. The XL is a music-oriented handset - aimed directly at iPhone's traditional home ground。
Nexus handsets are traditionally used as a showcase for new technologies - the last one was the first handset with a Near Field Communication chip used for contactless payments - and Prime expected to be loaded with components such as a rumoured 1.5GHz dual-core processor, faster than many tablets or even laptops。
HTC's Sensation XL will see Google's 1.5GHz processor - and raise the internet giant a 4.7-inch screen. It's also - in a multi-million tie-up with Beats headphones - aiming to provide serious hi-fi in phone form。
Whatever Apple may have achieved, it has yet to master the art of headphones。
This is the first year when Apple's rivals may well have higher-specced phones than what comes out of Cupertino in the Let's Talk iPhone event on October 4. As ever, though, Apple has been tight-lipped - so may have a few surprises up its sleeve