Received wisdom (read, rumors and leaks) around today’s Apple event…

A Sprint exclusive. $20B for 30B iPhones. If it really is a white label deal I just might switch (and sell my old iPhones for top dollar).

A $99 iPhone?

iPhone 4S or 5? I’m guessing both.

An expansive Facebook deal and a three screen strategy. Phone, tablet, big screen (formerly known as “the TV”).

Assistant, Apple’s evolution of Siri, the virtual Personal Assistant Software Apple bought last year. With it Apple may realize its 1980s vision of an Artificial Intelligence-based Personal Assistant for the masses.

Oh, yes, and it will be faster, thinner, have a nicer display, a better camera, and all that (detailed here).

Yawn, you say?

Yeah, yeah, I know. Android’s share of new smartphone sales is now more than double Apple’s.

Market share ain’t all that:

Thanks to its comparatively healthy profit margins, Apple had about half of the operating profits in the mobile handset business in the first quarter of the year, even though its sales accounted for only 4.9 percent of the phones sold, according to a recent report by the analyst Michael Walkley of Canaccord Genuity.

Analysts expect “pent up demand” for a new iPhone to “shatter” single day sales records. And Apple has an 89 percent retention rate — far, far greater than its nearest rival HTC, whose retention rate is about 39 percent.

The Let’s Talk iPhone event is being held at Apple’s Cupertino headquarters, starting at 10 a.m. PT. Live blog picks: CNet, Engadget or Ars Technica.