Even though Apple has only vaguely hinted about its plans, the company has introduced a new iPhone model annually around this time. News reports suggest the next iPhone will feature a 12-megapixel camera capable of shooting 4K video.
Industry insiders have also speculated Apple may introduce a larger iPad for business users, a new Apple TV set-top box and possibly other products.
Apple has previously said it plans to expand the capabilities of Siri, its voice-activated personal assistant. In a nod to those plans, invitations sent on Thursday were headlined, "Hey Siri, give us a hint."
As for Siri, the digital service had clearly been programmed to play it coy about the event. When asked for a hint on a reporter's iPhone, the digital assistant said to expect "a big announcement," the Associated Press reported.
— Brett Molina (@brettmolina23) August 27, 2015
The event will be held at a 7,000-seat auditorium, which is a much larger venue than the 750-seat theater where Apple often holds such events.