Nokia is reportedly planning to unveil its upcoming Windows Phone 8 devices ahead of Apple’s new iPhone unveiling, reports Bloomberg.

Nokia plans to announce Windows Phone 8-based handsets as early as next month at its Nokia World event — ahead of an expected Sept. 12 unveiling of the next version of the iPhone — and have them for sale before the year-end holiday shopping season, said a person with knowledge of the matter, asking not to be identified because the plan isn’t public.

Nokia has been struggling with U.S. sales of its Lumia devices having only sold 600,000 handsets in North America last quarter. Current Lumia devices will not run the next major version of Windows Phone and as such are now seen as a dead end buy for customers.

If the company is able to put forward a flagship phone with better specs than the Lumia 900 they could see improved results from Microsoft’s huge Windows 8 marketing push.

“What’s key for Nokia is to not give up too early,” Alex Spektor, an analyst at Strategy Analytics said. “Most are eager to buy an iPhone or an Android, but this is a long-term play for Nokia. They just have to hang on.”