But don't hold your breath for an iPhone that's foldable, 5G capable or radically different from the models released past year.
But services, subscriptions and online content will likely share the stage with the company's glitzy hardware as Apple seeks to shift its focus away from a smartphone market which is showing little growth.
As the iPhone maker refines its handsets, other makers are pushing into new areas such as 5G devices and folding smartphones. As per the investor note, the sales of the upcoming iPhone 11 series will be higher than the iPhone XS, iPhone XS Max and iPhone XR lineup.
Rumored features: The new phones may include a faster processor, improved Face ID and a new camera system with three cameras on the back.
Apple has had a chequered time with developing a 5G iPhone, so here's the TL;DR version - Apple fell out with Qualcomm who used to supply iPhone modems.
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The video is already live, with a countdown for the Apple Special Event. The XS Max's time of 10:38 is alright, but the XS's 9:41 result was below the average smartphone's battery life.
Apple is expected to provide further details on the new iPhone and other products, including an expected announcement of a 16-inch MacBook Pro and further details on its TV+ streaming service, later today.
Apple managed to grow its overall revenues, albeit by a modest one percent, to $53.8 billion, even as iPhone revenues plunged almost 12 percent in the April-June period. That's why I have my iPhone SE now enclosed in a brick-like case that's durable enough to endure the worst my butter fingers can dish out, but the downside is a bulky case that hides Apple's design flourishes.
OK, this one's not going to pan out at all.
This year, the company will launch three models on the expected lines - probably named iPhone 11, iPhone 11 Pro and iPhone 11 Pro Max.
Will this year's iPhones cost the same as last year's models?