Ahead of Apple's much-awaited annual launch event, there is a report suggesting that the tech giant may instead unveil a new smartphone called 'iPhone 14 Max' along with the other regular models that it has been launching every year. 

The tech giant is expected to announce four new iPhone 14 models at its September 7 event, including a standard 6.7-inch model widely referred to as the 'iPhone 14 Max' in rumours, reports AppleInsider.

However, the device could actually end up having a different name -- like iPhone 14 Plus, the report said.