Apple set to announce its new iPhone. Here's when and what to expect.

Apple is set to unveil its latest iPhone and Apple Watch models early next month in what has become an annual ritual for the technology company's devoted fans. 

Apple will stream the promotional event on September 9 on its website and the Apple TV app. The company typically lifts the curtain on its iPhone and digital watch, along with other gear as well as its latest mobile software, in a carefully choreographed and widely watched showcase held every year at its Cupertino, California, headquarters. 

The products aren't typically made commercially available until several weeks later.  The new phone, which will update the iPhone 15, could be called iPhone 16. According to MacRumors, the device is expected to hit store shelves on Sept. 20.