From bigger phones—reports have cited two phones 4.7 and 5.5 inches in length—to stronger screens—supposedly made of a scratch-resistant glass known as sapphire—what do average consumers want to see in a new iPhone?
CNBC hit the streets to find out, and an overwhelming number of those asked said bigger isn't necessarily better.
"The iPhone 5 is big enough, it doesn't need to get any bigger," said Kelly Gaffney, a tourist visiting New York City.
Her friend Jessie Brodsky agreed. "I don't want a tablet up against my face."
Jon Moskowitz and Deborah Farwela, visiting New York from Jacksonville, Florida, disagree with one another on the topic. Farwela, referring to Moskowitz's Samsung Galaxy Note says: "His is too big. That thing is like a mini-tablet. It's embarrassing." Moskowitz, meanwhile, defends his big screen saying it is easier to read.
While size is certainly a hot topic (as was a better camera), the most common theme from the consumers CNBC spoke with was battery life. One man said "I want more battery. Oh my God please do batteries that last one entire day, that would be great!"
As for price range, in our very unscientific survey, the majority of those consumers we asked said they'd be willing to pay in the $350-$400 range for the highly anticipated device. (By comparison, a new iPhone 5s can run up to $849 without a contract, though most consumers would wind up paying far less if a carrier contract is included.)
Vinnie from New York however doesn't see a need for the iPhone 6, no matter what features are added to it and no matter what the price. He is very blunt when he waves his iPhone 5 in the air.
"I already have what I need, it works fine. It's great. I don't lie; I'm telling you the truth," he said.
Other consumer preferences are revealed in a recent survey of 1,000 people by uSell.com, which found that 45 percent of respondents want a scratch-resistant screen above all else.
Apple's stock has been on an upward slope of late as investors and consumers eagerly await the new iPhone, despite rumors of production delays.
—By CNBC's Josh Lipton and Justin Solomon