Excitement is building ahead of Apple's annual iPhone launch which is scheduled for Wednesday evening. The company is rumoured to be unveiling a new version of the iPhone X with a 5.8 inch screen, which will possibly be called the "iPhone XS". It is also expected to launch a new iteration of its smartwatch while an updated version of the iPad Pro is possible but considered unlikely.

While Apple has taken the iPhone a long long way since the first version of the device was released at the end of June, 2007, the most recent handsets are by no means perfect with potential customers hoping for serious improvements tomorrow. A survey by USA Today found that like many other smartphones, longer battery life is the most-wanted feature for Apple's new iPhone with 75 percent of those polled placing it at the top of their list.

Of course, dropping an iPhone can prove costly so it comes as little surprise to see a shatter-proof glass screen in second place with 66 percent considering it their most-wanted feature. Unlike HTC and Samsung, Apple have never offered expandable storage and that comes in third with 44 percent. Interestingly, many Apple customers long for the return of the headphone jack with 37 percent waning the feature restored tomorrow, though chances of that happening are slim to none.