The iPhone 5S and iPhone 6 release date, assuming that Apple will definitely launch two next generation iPhones, is pegged at September 10 according to a report by USA Today published Monday.

The company is expected to unveil the new phones on what is an annual product refresh intended to juice its all-important holiday sales, the report noted.

Samsung Electronics, however, is positioned to upset the sales of the Cupertino tech giant’s flagship handset. The maker of the Galaxy S series is scheduled to unveil a new handset in Berlin on September 4, a week before Apple’s rumored launch date, sources from the report said.

The Korean tech giant did not comment on the issue.

Since Apple launched the iPhone in 2007, it has faced numerous competitions from various manufacturers, running on Android and Windows Phone platforms. The former king of smartphones, Finnish tech behemoth Nokia, also recently released the Nokia Lumia 1020. The smartphone has a powerful 41-megapixel camera that is far better than both the cameras of Samsung’s Galaxy S4 and Apple’s iPhone.

According to the USA Today report, Wall Street and Apple enthusiasts have been waiting for Apple to impress them with a totally new gadget. There was the rumored iWatch smartwatch and the talked about iPhone C or iPhone 6, which would be a budget version of the smartphone and will come in colored plastic casing.

“We don’t comment on rumors,” Apple spokeswoman Natalie Kerris said, noted the USA Today report. USA Today confirmed the September 10 event, which All Things D first shared.

Apple’s next iPhone release is expected to touch off a wave of buying that could serve as catalyst for the stock ahead of the holiday season, USA Today reported. Apple’s most recent earnings period showed that store sales came in flat.

“With a new iPhone and revamped iOS coming out later this year, Apple is well-positioned to recapture market share,” according to analyst Ramon Llamas of IDC.

Samsung’s offensive in grabbing market share from its U.S. competitor has been very aggressive. Its bold move is a key reason why its expected to steal Apple’s spotlight by beating it to the punch with the a new Galaxy smartphone in early September, a source familiar with the plans shared with the newspaper.

The Seoul-based company took 30.4 percent of the worldwide smartphone market compared with Apple’s 13.1 percent position in the second quarter, according to an IDC researcher. A year ago, Apple held 16.6 percent of the market.

Apple is also facing stiff competition from LG and ZTE handsets, which have gained traction in the Asia Pacific region, where Apple is seen as less competitive pricing wise. The company’s CEO Tim Cook has made repeated visits to China Mobile’s headquarters in a bid for the lucrative market.

An expected centerpiece of the new iPhone is the fingerprint sensor. A report from the International Business Times said that the “S” in the rumored iPhone 5S stands for “sensor.” The fingerprint-scanning technology puts to work Apple’s acquisition of biometric specialist AuthenTec, which developed the “Smart Sensor” capability.