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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