The reveal comes via the search page on Apple's own website. At the time of writing, if you type in 'iPhone-5' on the company's search page, you get a list of results that include 'apple.com/iphone/iphone-5/tips/' and 'apple.com/pr/library/2012/09/12Apple-introduces-iPhone-5.html'.
Those pages don't currently lead anywhere, but you can bet your buttons they will do in a few hours' time.
It looks as though the iPhone 5 isn't all that Apple's going to be rubbing in our faces at its event this evening, as 9to5Mac reports the search page also throws up evidence of new iPod touch and iPod nano models.
Macrumours, meanwhile, spotted evidence of a new version of iTunes, using the same technique.
One blogger suggests the URLs could be fake, planted by Apple to mislead people in the build-up to the iPhone event this evening. I think that sounds like ambitious misdirection even for Cook and company, but we'll know for sure this evening.
As for what the iPhone 5 will look like, that remains a mystery for now. A string of leaked casings and components point to a taller, baton-shaped device however, with a bigger 4-inch display also pegged to make an appearance.
A brand-new charging port -- reportedly dubbed 'Lightning' -- is, as are new ' '. Personally I'll be very interested to see whether Apple's new toy has the right bits of hardware to work with the . .
What do you think we'll see from the iPhone 5? Get all Mystic Meg in the comments or on our Facebook wall.