What to Expect from Apple’s Annual Product Launch Next Month

September is a big month for Apple customers. Every year the company unveils a new iPhone, its most prized offering, and often unveils updates to some of its other products.

This year’s event looks slated to land on September 12, according to sources cited in the Wall Street Journal—a Tuesday, as is typical.

At the event, rumors suggest Apple will launch as many as three new iPhones, including a premium flagship to mark the company’s 10-year anniversary of the world-changing smartphone. The other two models will likely be upgrades to the 7 and 7 Plus.

Of consumers planning to buy a smartphone within the next few months, more than half intend to purchase an iPhone, according to 451 Research. That’s the highest level since 2010, which suggests this could be an important launch for Apple as we approach holiday shopping season.

The new premium iPhone could feature a bezel-free OLED display, wireless charging, and facial recognition for screen unlocking.

It is also anticipated that Apple will update its TV set-top box and release a slew of software updates for iOS, Mac, Watch, and TV.

We have not heard of any “one more thing” surprises for this year, but maybe that just means Tim Cook has mastered the art of secrecy.