The rumors are out again on the next releases of iPhone. The rumors just go on like this
The rule might continue. There is no change in the design. Special features get added to the existing iPhone 5. So finally a smarter iPhone 5 becomes a iPhone 5S.
The big boys of android have to watch out for this one. Rumored to have a thinner, longer and wider screen. Apple might be in the process of pleasing the fans of bigger screen.
Watch out for more rumors as they might be more predictable as with iPhone 5.