Apple AAPL sent media invitations Thursday to a September 9 unveiling of new products widely expected to include its latest iPhone.
re/code reported Wednesday the event will also unveil Apple's new iWatch.
Apple shares traded recently up 0.3 percent, just below an all-time high at $102.41.
The upcoming event is slated for the 2,300-seat Flint Center for the Performing Arts in Cupertino, California, in contrast with similar product launches in the past held at a far-smaller auditorium at Apple's Cupertino offices.
Expectations are that the company's latest iPhones will include a 4.7-inch iOS-powered version and a larger 5.5 inch model.
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