New iPhones expected as Apple sets Sept. 10 date for its next ‘special event’

Apple on Thursday sent invitations to members of the media to attend a company event on Sept. 10 in which it is expected to show off the latest iterations of several products, including new iPhones.

“Please join us for an Apple special event,” read the invitations that were emailed Thursday morning. Unlike some previous Apple events, where the company has used its invitations to tease what it has in store, Apple didn’t give any hint about what it will show off at its Steve Jobs Theater in Cupertino in less than two weeks.

However, if history serves as a blueprint, Apple will unveil the next models of iPhones at the event. For more than a decade, Apple has held a company event in September or early October to stoke enthusiasm for the iPhone going into the Christmas and holiday shopping season.

While seating for the event is limited to members of the media, Apple employees and select guests, Apple is also live-streaming the proceedings starting at 10 a.m.

Apple will reportedly take the wraps of what are being called “Pro” iPhones that will come with more-advanced camera and video technology and replace the current top-of-the line iPhone XS and iPhone XS Max. Apple is also expected to bring out a new iPhone to take the place of the iPhone XR.

New iPads, including higher-end iPad Pro tablets and a lower-cost model marketed toward students, as well as a new MacBook Pro laptop, and updates to the Apple Watch and Apple TV set-top device may also be on tap for Apple’s event.

Apple is also expected to give details on its upcoming Apple TV+ subscription streaming TV offering, such as how much it will cost and when the service will make its debut.

Apple is hoping that new iPhones, in particular, will give it a boost this holiday season after what has been a disappointing year for the iPhone, and declining overall sales for the company. In Apple’s fiscal third quarter, which ended in June, the company said revenue from iPhones fell nearly 12% from the year-ago period, to almost $26 billion.

The final three months of the year, when consumers load up on gifts for the holidays, is historically Apple’s busiest business period of the year. During October, November and December of 2018, Apple reported $84.3 billion in revenue, but that was down by 5% from the same period in 2017.