updated 08:05 pm EDT, Tue August 23, 2011
Supports rumor of mid-October release
A source allegedly involved in the filming has told AppleInsider that Apple's ad agency is now shooting ad spots for the iPhone 5 national campaign -- but the filming isn't slated to wrap up until early October, supporting rumors of a mid-October or later release. The report says filming is taking place in Los Angeles under the auspices of TBWAChiatDay, Apple's long-time ad agency. Apple has been known to film its phone commercials roughly five weeks in advance.
Rumors and reports speculating on the release of the new iPhone model have varied for weeks, but have mostly settled on a late September-mid October timeframe. If the filming report is accurate, a national campaign for the iPhone could not begin until at least mid-October, though it is possible that ad spots would not appear until after a publicity-generating public announcement was made.
Recent reports have indicated that Apple's partners are anticipating a release sometime in October, alongside a less expensive, lower-capacity iPhone 4, which would continue to be sold. As for the actual release date, rumors have not ruled out the possibility of an early announcement and pre-order period as was done with the iPhone 4.
Prior to the launch of the iPhone 4, Apple ran commercials touting the phone's FaceTime feature, and ran a similar "teaser" commercial just before the introduction of the iPhone 3G. [via AppleInsider]