Apple is expected to host a product announcement event on Sept. 12 and, according to a report from The Wall Street Journal, the tech giant will likely unveil new iPhones and smartwatches.
The announcement will come just a week after Samsung's Galaxy Note 8 hits the U.S. market.
So what's likely coming?
Apple is expected to unveil a special 10th anniversary edition of the iPhone, which is rumored to be the most high-end version yet. Bloomberg's Mark Gurman reports that the so-called iPhone 8 will have a 3-D face scanner capable of unlocking it.
An OLED screen which will take up most of the front of the phone, a virtual home button and a faster processor are among the other anticipated upgrades. But all the new upgrades will likely come with a hefty price tag. Multiple outlets are reporting that the phone will start at $1,000.
In addition, Bloomberg reports that Apple will also likely release successors to the iPhone and iPhone7 Plus.
Despite not knowing exactly what the new phones will look like, Quartz reports that accessory manufacturers have already started announcing new products for the not-yet-released iPhones.
Beyond phones, Apple is also reportedly going to introduce a revamped Apple TV that supports 4K video, along with an Apple Watch.