Apple is set to make its next big product announcement in Cupertino, California, at the venue where Steve Jobs unveiled the original Mac computer in 1984.
It's widely expected that Apple will introduce its newest smartphone, the iPhone 6, and a wearable device.
Rebecca Bowring reports from San Francisco.
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Apple's cryptic invitation to its much-anticipated event simply said, Wish We Could Say More… The rumor mill's been in overdrive ever since.
Analysts expect Apple to launch a slimmer, faster new smartphone. The iPhone 6 may have a sapphire crystal, super-tough screen to protect against scratches…and users hope Apple will deal with another common complaint by significantly improving the phone's battery life…
The iPhone 6 is thought to come in two sizes: 4.7 inches and 5.5 inches -- that gigantic screen would place the handset in the phablet category, where smartphone meets tablet.
Apple already manufactures the iPad Mini.
Steve Kovach, Senior Tech Editor at Business Insider says there's certainly space in the market for another phablet.
SOT
In the past few years these giant screen phones from Samsung, they've proven that people want these big phones. In a way we're seeing Apple copy that from Samsung, which is very interesting because the narrative until now has been the complete opposite.
The other major prediction is that Apple's about to officially dive into wearable devices by launching an iWatch or some similar gadget that can monitor its wearer's health.
The device may come fitted with a Near Field Communication chip, which Christina Bonnington, a reporter for Wired magazine, says has two benefits.
SOT
For one, you could use it for payments, you might be able to tap your wrist at a payment station and just make a payment that way and not have to bring out your phone or a credit card at all. It could also just make it really easy to pair with your iPhone, so that instead of having to go over Bluetooth and select your wireless network and connect the two devices, all you have to do is tap them.
The launch is crucial not only for the company, which makes more than half its revenue from its smartphone range, but for CEO Tim Cook.
He's been under pressure to show Apple is still founded on innovation.
Steve Kovach, Senior Tech Editor at Business Insider again.
SOT
This is the first time Tim Cook is going to show us a new product category developed under him and if it's a dud then all those Apple naysayers are going to be right but if it's a success, they're totally wrong and Apple's going to get a nice little cushion for a few years.
Apple's shares reached an all-time high two weeks ago as investors looked forward to the launch.
They've since dropped sharply after revelations an Apple iCloud vulnerability led to hackers leaking hundreds of nude photos of female Hollywood stars on the internet.
Rebecca Bowring, San Francisco