As the date of Apple's long-awaited announcement of the iPhone 5 release approaches, another rumor is circulating, this time based on the location of the media announcement and conference.

An inside source for tech news, AllThingsD, reported that the conference – slated for the first week in October – will be held at the company's Cupertino, California, campus. The event will not be open to consumers interested in viewing the latest iPhone accessories and model.

Traditionally, Apple has used the Yerba Buena Center for the Arts in San Francisco to announce a number of new releases. The two locations aren't far apart: Cupertino is just outside of San Jose, and is about an hour from the arts center.

The announcement and media demonstration of the iPhone 5 entails a few changes from recent years, meaning Apple executives may have chosen to relocate for its own reasons rather than simply missing the window to book the San Francisco location. A high-profile and still-unconfirmed rumor that a prototype of the device was lost in a bar – and was later searched for in a private home – has had the media buzzing about the details of the phone since mid-summer.