Apple sent invitations on Tuesday for a Sept. 9 media event where it is expected to introduce the latest crop of iPhones and other hardware.
Why it matters: Apple's fall product launch is one of the most-watched events in the industry; this year, the company is expected to add a thinner iPhone to its lineup.
Driving the news: The event itself will take place at Apple's headquarters in Cupertino.
The invite, which pictured a heat-mapped Apple logo and the phrase "Awe dropping," offered little new detail, but reports have Apple debuting new Apple Watch models along with the annual iPhone upgrades.
Between the lines: Apple is under pressure to deliver compelling hardware given its slow progress catching up with rivals on AI.
A major overhaul to Siri, promised last year, has been delayed until 2026, and this year's Apple Intelligence updates have been modest.
Google, by contrast, has added a significant number of AI features on the Pixel 10 phones it announced last week.
