Apple sent out invitations Tuesday to media for a "special event" on Sept. 10 at its Cupertino headquarters, where it is widely expected to unveil new iPhones.
The message doesn't say specifically what the announcement will be. As is typical of Apple, it just contains a cryptic line: "This should brighten everyone's day."
Is that a hint to the "gold" or "champagne" colored iPhone rumored to be coming? Who knows. But expect "Da Vinci Code"-like breakdowns to come over the next week across the blogosphere.
After the intro line, the invite simply says:
"Please join us for a cafe breakfast and coffee bar on September 10 at 9:00 a.m. followed by an executive presentation at 10:00 a.m. This invitation-only event will be held in Town Hall at 4 Infinite Loop in Cupertino."
The company will probably announce a new iPhone 5S, with a fingerprint scanner, faster processor and improved camera. It may also reveal the iPhone 5C, a lower-cost version of the phone aimed at new smartphone buyers and emerging economies.
With carriers such as AT&T and Verizon Wireless reportedly telling employees they can't take Sept. 20 off for vacation, the new phones are expected to go on sale that day. That may also be when the radically redesigned iOS 7 becomes available.
The Sept. 10 event will mark the start of a busy few months for Apple. In addition to the expected new iPhones and iOS 7, the company will launch iTunes Radio, release the new Mac OS "Mavericks," and demonstrate new iPads in October.
With the company now under pressure from shareholder activist Carl Icahn to boost its stock price and increase its stock buyback program, investors will be watching closely to see if the new run of products can reignite Apple's growth, which has been slowing this year.
Apple's stock was up $6.59, or 1.35%, to $493.81 in midday trading Tuesday.