Apple divulged on Tuesday that it would be announcing the iPhone 5 on September 12, 2012. The company sent out a graphic that features the “12″ for the press conference date with a large “5″ shadow under the image. Revealing the name of a gadget before it arrives is a first for the world’s largest tech firm.

In 2011 Apple surprised everyone when it revealed the iPhone 4S after media outlets spent months calling the device the iPhone 5.

Apple pulled the same shenanigans in March of this year when the company revealed the ‘new iPad” in place of names that included iPad 3 and iPad HD (because of its Retina display).

With previous product releases Apple has received some backlash, for example when the iPhone 4S was released those in attendance seemed underwhelmed by the slight modifications made from the iPhone 4 to iPhone 4S models, focusing almost solely on Siri voice-assisted technology. 

At this point Apple might need to do more than simply reveal the likely name of the new device. Analysts are already gripping that a new design, smaller dock connector and a thinner screen won’t be enough to impress iPhone users who are challenging Apple to keep up with the Samsung Galaxy S III and Samsung Galaxy Note II.

With the “mini iPad” expected to be announced in October of this year Apple may leave customers wanting more, then again I never underestimate the company’s ability to pull off some last minute magic.