Apple’s flagship event will take place on 9 September, the company has announced, using digital assistant Siri to tease iPhone owners ahead of the event.
Journalists were invited by email to a physical event at the Bill Graham Civic Auditorium in San Francisco while an invitation to a live stream of the event was posted on Apple’s website.
The invitation read:
‘"Hey Siri, give us a hint."
‘Join us here on September 9 at 10 a.m. PDT to watch the keynote live.’
When users asked Siri about the event, the digital assistant would provide only teasers about the launch.
A typical response read: "You’ll have to wait until 9 September. I bet you were one of those kids that snuck downstairs to open presents early, weren’t you?"
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Others included "Well, I hear there’s something big happening on 9 September" and "Why don’t you check a rumours blog? That’s what I do."
Apple is expected to launch upgraded versions of the iPhone 6 generation at the event, most likely under the names iPhone 6S and the iPhone 6 Plus S.
Usually launches of different generations of Apple smartphones are two years apart. The iPhone 4 was launched in 2010, the iPhone 5 in 2012 and the iPhone 6 in 2014, suggesting that the iPhone 7 could be a year away.
According to a recent uSwitch survey, 61 percent of iPhone owners had considered an upgrade over the last year, while 20 percent of iPhone users will only upgrade if Apple releases an iPhone 7.
