It's official: Apple sent invitations for a much-buzzed about event in Cupertino on Sept. 10.
Hype has been building for weeks that the company would unveil new products the second week of September, but Apple ( made it official Tuesday. )
The company has all but confirmed it will be launching a new iPhone, and the invitation does nothing to quell the rumors. The invite is bursting with bright pastel bubbles in the same color scheme that's used for the iOS 7 operating system on which its new iPhone will likely run.
Along with a new iPhone, reports are split on whether a refreshed iPad is also on tap. There's a lot of speculation about what products Apple might come out with next, including a low-cost phone, an iWatch and its long-awaited TV.
The event comes at a crucial time for the company. While sales for the iPhone and iPad have mostly been rising, Google's ( Android is growing at a much faster clip. Thus far, )Apple hasn't been able to pump the brakes on the trend.
Part of the problem is that Apple hasn't launched a new smartphone or tablet in about a year, while rivals are releasing new devices far more frequently.
Shares of the company were up about 1% in midday trading.
--CNNMoney's Julianne Pepitone contributed to this report.