Apple has officially announced its next major product launch event for September 9 at its headquarters in Cupertino, California. The event is scheduled for 10 a.m. Pacific Time, which is expected to be 10 p.m. Pakistan Standard Time.

The invitation carries the phrase “Surprise and shine” alongside a glowing Apple logo, adding to speculation about what the company could unveil during the highly anticipated event.

New iPhones expected

The biggest focus is expected to remain on Apple's new iPhone lineup. Analysts and industry reports are also pointing to possible major design and hardware changes, including speculation that Apple could unveil its first foldable iPhone.

New Apple Watch models are also expected to feature at the event, although Apple has not yet confirmed the complete product lineup.

Siri and AI in spotlight

Artificial intelligence could become another major highlight. Apple is expected to showcase further developments in Siri and Apple Intelligence, building on the AI-powered Siri introduced at its June developer conference.

The upgraded Siri is expected to use large language model technology and work more effectively across apps such as Messages and Calendar.

Leadership change adds significance

The event will also come shortly after John Ternus becomes Apple's chief executive officer on September 1, succeeding Tim Cook. Apple confirmed that Cook will become executive chairman as part of the leadership transition.