This is CNBC's live coverage of Apple's September "Surprise and shine" launch event.
Apple will kick off its biggest launch event of the year on Wednesday, Sept. 9, at 10 a.m. PT / 1 p.m. ET. Viewers can watch the event, which carries the tagline "Surprise and shine," on Apple's website.
While Apple hasn't officially said what it will introduce, analysts expect new iPhone models, including the company's first folding phone, as well as new Apple Watches.
Investors are also closely watching to see if Apple raises starting prices for its iPhones during a global computer parts shortage. The company raised prices on Macs and iPads over the summer.
It's the debut event for Apple CEO John Ternus, who took the helm on Sept. 1. The longtime hardware engineer will appear at an Apple keynote for the first time as CEO, and Apple customers and investors are watching to see where he follows in Tim Cook's footsteps, and where he diverges