AllThingsD cautioned that Apple could "change its plans anytime," but said the present plan calls for Apple's new chief executive Tim Cook to preside over the launch of the iPhone 5 on October 4.
Cook, 50, replaced Apple's ailing co-founder Steve Jobs as chief executive of the Cupertino, California-based gadget-maker last month.
Citing "sources close to the situation," the Dow Jones-owned AllThingsD said the iPhone 5 would go on sale within a few weeks after the announcement.
Jobs, 56, the Silicon Valley visionary behind the Macintosh computer, the iPod, iPhone and iPad, stepped down as Apple's CEO on August 24.
Jobs has presided over Apple's splashy product launches in the past and AllThingsD said "the pressure will be on Cook to turn in a good performance."
"What will be interesting to see, of course, is if Jobs himself will also make an appearance, which is something that is likely to be determined by his health, in a decision that will be made very close to the event," it said.
Jobs underwent an operation for pancreatic cancer in 2004 and a liver transplant in 2009.
Apple released the iPhone 4 in June 2010 and sold 20.34 million of the devices last quarter.
Apple shares have been trading at record highs this week and the stock was up 1.37 percent at $419.13 on Wall Street on Wednesday.
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