The Apple company has sent out mysterious invitations to a new "product event" for September 9, but has not said exactly what will be announced - standard practice for the technology company, which often launches new products in September.
Media outlets on Thursday received invitations to the event, carrying the headline "Hey Siri, give us a hint." Siri is the name for the voice-activated "personal assistant" function contained in Apple devices.
While the exact nature of the announcement has not been revealed, industry observers say it is likely to be a new iPhone model or a new version of the Apple TV set-top box, which allows a standard television to display streaming content.
Apple event announcements usually generate a great deal of interest because of how closely the company guards its information. When Siri users question their electronic device about the purpose of the September 9 event, "she" answers enigmatically, saying only to expect "a big announcement."