Apple is rumored to be unveiling its next release of the iPhone this coming September.

This launch would come at a vital time for Apple, which is still making a profit on the iPhone, but has seen its market share fall due to increased competition from the lower-priced Android devices.

Many analysts expects Apple to adopt a new tactic to cover the mid-range smartphone consumer. Generally speaking Apple has offered their 1 year old and 2 year old models for 100 and 200 dollars off their latest model respectively. However, some murmurings suggest that the company may also release a new and lower-cost model of the iPhone along with the update to the current iPhone 5.

As of now there is no confirmation of new features that wil be available for the next iPhone. Most likely the new model will have basic camera and processor improvements. Some rumors have also been hinting at a fingerprint sensor ever since Apple purchased the company Authentec last year. The new model will be running iOS7, which has been in beta testing since June. The iOS7 software includes a new design, better organization, and a total rehaul of the iPhone’s menus.

Google’s Android operating system is continuing its path to market dominance which is beginning to pose problems for competitors Apple and Blackberry.

New information from IDC indicates that Apple’s share of the global market has fallen to 13.2% in the second quarter. This figure is down from 16.6% from this this same period last year. IDC data also shows that handsets running the Android OS has jumped to 79.3% from 69.1%.

These numbers are very bad for ex-market leader, BlackBerry. Despite the release of several new devices and announcements, BlackBerry only holds 2.9% of the global market share.

Google’s latest strategy is to give the Android OS away for free to device makers and make up the money on associated advertising of these devices. Android is currently being run on industry giant Samsung, and recent deals with Lenovo, ZTE, and Huawei to run the Android OS has helped Google to grab a larger chunk of the market.

Google’s strategy of partnering with other mobile companies is really paying off for them. Apple keeps the iOS  on devices solely made by them. If Apple wishes to remain competitive, they may need to change strategies.