With the rumor mill running on overload going into Apple's (NASDAQ:AAPL) upcoming Sept. 10 event, it could be difficult for investors to sift through the noise and determine what they should really be focusing on.

Putting rumors aside, Fool contributor Steve Heller is most excited about iOS 7 and its potential to breathe new life into Apple's mobile ecosystem against the Google Android competition. Tech and telecom analysts Eric Bleeker and Jamal Carnette are intrigued by the "cheap" iPhone rumor, as well as the highly speculative fingerprint sensor rumor.

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Eric Bleeker, CFA, has no position in any stocks mentioned. Jamal Carnette owns shares of Apple. Fool contributor Steve Heller owns shares of Apple and Google. The Motley Fool recommends Apple and Google. The Motley Fool owns shares of Apple and Google. Try any of our Foolish newsletter services free for 30 days. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.