iMore has learned that Apple is planning to debut the new iPhone at a special event on Wednesday, September 12, 2012, with the release date to follow 9 days later on Friday, September 21. This information comes from sources who have proven accurate in the past.
via imore.com
I am not sure what it is but I see some desperation from Apple here. The iPhone launch is happening three weeks prior to the previous cycle of iPhone 4S launch.