Apple announced Wednesday that it is holding a launch event at its headquarters in Cupertino, California, on Sept. 9.
Invites sent to the media include the tagline "Surprise and shine" and a glowing Apple logo. The event kicks off at 10 a.m. Pacific time.
Analysts expect the company to launch new iPhones and Apple Watches at the event, including the company's first folding phone. Apple announced new Mac Mini and Mac Studio models this week that will ship on Sept. 22.
A new version of Siri called Siri AI will also launch, which uses modern large language model technology to allow the assistant to use apps such as messaging and calendars.
The launch will be Apple's first with CEO John Ternus at the helm. Current Apple CEO Tim Cook is stepping down and will become the company's executive chairman on Sept 1.