Apple confirms September 12 iPhone event at the Steve Jobs Theater in Cupertino

By Gadjo Cardenas Sevilla

Apple has confirmed it is going to host a September 12 iPhone event in its newly built Steve Jobs Theater in Cupertino.

Some media invitations went out today to what many consider to be the Super Bowl of tech launches, the annual iPhone September event. This year is special because it marks the 10th year anniversary of the Apple iPhone, which has superseded the iPod and the Mac as Apple's biggest and most profitable product.

This is also the first time the company will unveil the Steve Jobs Theatre in its newly-built Apple Park Campus, considered by many to be Steve Jobs legacy to the company he founded, and later on rescued from insolvency in what was one of the greatest second acts in modern business history.

The Steve Jobs Theater in Apple Park will be the venue of the iPhone eventApple is expected to reveal three iPhone models. An iPhone 8 as well as an even more premium iPhone Pro model. The Apple Watch is expected to see an update as well, possibly with LTE integration. The Apple TV, which has been stunted since its last update three years ago, should get 4K capability as well as some content partnerships. iOS 11, macOS High Sierra, watchOS 4, TVOS 11 will all be addressed in some capacity.

For the iPhone, this event is critical. Aside from gaining updated specs, improved cameras and water resistance last year, the general look and feel has remained the same since 2014. With competition going for bezel-less curved displays, fast-charging and wireless charging capabilities plus even more sophisticated cameras and software, a dramatic redesign for the iPhone isn't expected, it is required.

The iPhone has grown from being a hardware product to the vital cog and nerve centre of Apple's various ecosystems. From health and wearables, smart home automation and car infotainment as well as myriad services like Apple Music, App Store, and many others that are growing profit centres for the company while it develops its next big thing.

The stakes have never been higher for Apple. A new venue, a huge anniversary and a chance to honour Steve Jobs as well as revisit its core values, the September 12 event will undoubtedly be a bonanza of mythical proportions, provided the hardware, features and functionality of the latest iPhone can once more captivate the audience's hearts and consumer's pocketbooks.

Apple will likely stream this event live, so we will cover it and provide analysis of the products and the event.