A search for “iPhone-5” on Apple’s website leads to the above documents. Seems pretty conclusive? Right?
The name of the new product appears to be “iPhone 5”.
The current page cannot be found, but we are fairly certain it will be available in a few hours.
Another page, http://www.apple.com/iphone/iphone-5/tips/ also shows up.
Update: The search engine also revealed a new iPod touch and nano today (but you already knew that, right?):