The event is likely slated for early September and should feature the iPhone 17 line, Apple Watch Series 11 and maybe more.

Apple usually sends out invites in late August, but history and habit suggest this year’s iPhone event will fall on September 9.

Yet with Google unveiling its more powerful Pixel 10 series at the Made by Google event last week, and Samsung making a big bang with its Galaxy Z Fold7 and Flip7, the game is now high stakes for Apple, even though it knows it enjoys massive trust and consumer loyalty.