Apple on Thursday sent out invitations to an event on September 9 near its Silicon Valley headquarters, amid rumors the tech giant will unveil a new iPhone and maybe a wearable device.
The famously secretive company offered scant clues in emailed invites that showed the date in large numbers over the words: "Wish we could say more."
The event will be held in Cupertino, California.
Rumors about Apple's plans have been swirling for months, with many observers convinced a new-generation iPhone with a larger screen could be on the cards.
Technology news website Re/code on Wednesday fueled flames of speculation with a report that Apple will finally embark on a foray into wearable computing.
The tech giant is expected to merge style and innovation, along with sensors and computing power, in a wrist-worn device that links wirelessly to iPhones or iPads.
Apple typically updates its product cycle in the second half of the year, getting a lift from holiday sales.
Last year, it unveiled the iPhone 5S and the lower-priced iPhone 5C in September, getting record sales at the launch.
Industry observers have been hoping the company will come out with its "next big thing," and shake up another product category the way it rocked markets with iPhones and iPads.
Apple is fine-tuning a new operating system that will allow for mobile payments and includes a health platform, which could mesh nicely with an "iWatch" for tracking activity, sleep, pulse and more.
The system, iOS8, is expected to be in the new iPhones.