Apple Inc. today announced plans to hold a virtual event on Sept. 15 that’s widely expected by company observers to include the introduction of new devices.

Exactly what devices may make their debut next week remains up for debate. Apple’s event announcement, which was posted to its website, doesn’t contain any specifics, but an emailed invitation sent to members of the press today reportedly included the tagline “Time Flies,” which is already fueling speculation.

According to Bloomberg, the tagline may be a reference to the new Apple Watch model the company is reported to be readying. Others suggested “time flies” may in fact be a nod to the time-of-flight sensor that will reportedly ship with Apple’s latest iPhones to improve augmented reality apps. Last year, Apple announced both its 2019 iPhone lineup and newest Apple Watch in September, along with an upgraded iPad.

Recent reports suggest the company plans to refresh all three product lines it updated at last year’s device event, most notably its flagship smartphone lineup. Executives are expected to introduce as many as four different iPhone models that are all reported to feature at least some form of 5G support and square edges. The devices’ displays are expected to range in size from 5.4 inches to 6.7 inches.

As for the Apple Watch, the next iteration of Apple’s popular wearable is expected to provide better battery life and a feature that will alert users if their blood oxygen levels drop below a healthy threshold. The company is also reported to be preparing a new iPad Air and over-the-ear wireless headphones.

Hardware accounts for about three-quarters of Apple’s revenue, while much of the rest comes from its services business. The iPhone maker’s iOS services lineup could potentially enter the spotlight as well at the Sept. 15 virtual event. According to a recent report, Apple is readying a new subscription bundle that would make its news, TV streaming and cloud storage apps, as well as certain other services, available for a single discounted monthly price. 

The virtual event will likely be closely watched by Wall Street. If the recent reports are accurate, Apple’s 2020 iPhones will be its first smartphones to provide 5G support, a feature some analysts and investors believe will lead an especially high number of iOS users to upgrade to the newest models. But the increased demand may take longer to translate to Apple’s earnings because of an expected several-week delay in iPhone shipments to customers.

Image: Apple