Apple's efforts to boost its fortunes in the Far East have taken centre stage ahead of the launch of the new iPhone, with the US tech titan announcing it will hold a separate press event in China.
Augmenting the 10 September unveiling of the iPhone 5S and iPhone 5C in California, Apple will also hold court at the World Trade Centre in Beijing on 11 September.
First spotted by TNW, the invites sent out to media outlets in Asia carry the same design as the ones received by Western press organisations, but are obviously written in Chinese text.
It's an intriguing and sensical move by Apple, which is vying to woo Chinese consumers having recently dropped into seventh place in the world's largest smartphone market, falling behind rising local star Xiaomi - now famous for having poached ex-Android boss Hugo Barra from Google.
The Beijing event also appears to offer further proof that we are indeed going to see Apple pull the cloak on its first mainstream handset, likely dubbed the iPhone 5C, as well as breaking cover with a new flagship, the iPhone 5S.
In addition to unveiling the new smartphone duo, Apple's Chinese event is also likely to be used as a platform to announce a partnership with China Mobile - the world's largest smartphone operator boasts some 700 million subscribers but has not, to date, ever offered Apple products.
Stay tuned for more, as we'll be live blogging Apple's blockbuster US press event on 10 September. In the meantime, you can follow all the buildup to the iPhone 5S and iPhone 5C launch with us by following the link.
Got your watch set to count down mode ahead of Apple's big 10 September unveiling? Follow our live updating coverage of the iPhone 5S and iPhone 5C launch for all the latest news and analysis and be sure to join us on the day!