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(CNN) - Apple sent invitations this Thursday for a media event next month in which the company is expected to reveal its new iPhone models.
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The event is scheduled for September 10 and will be held at the Steve Jobs Theater at its headquarters in Cupertino, California.
As usual, the invitation did not provide much information about what Apple will really deliver at the event. The invitation featured a modern version of the company's first official logo with the apple divided into floating pieces of rainbow. The motto of the invitation: "Only for innovation."
For Apple, what is at stake in its iPhone event is always high. More than any other product, the iPhone catapulted Apple to become the most valuable company in the world and, at the same time, remains its largest source of revenue. However, in recent quarters, iPhone sales have suffered double-digit percentage decreases as customers keep their smartphones longer and the company faces a slowdown in China in the midst of an ongoing trade war.
READ: Apple prepares new iPhone and a new iPad
Among other announcements, Apple plans to launch three new iPhone, including two “Pro” models to replace the iPhone XS and the iPhone XS Max. Pro models are said to have a new and improved camera and video recording functions.
Apple could also give final details and prices for its TV streaming service, Apple TV +.
The company has organized a press event in early September to announce new iPhone in each of the last seven years. But one thing could be different this time: Jony Ive, the longtime Apple design guru, can no longer play a key role in the event. In June, Apple announced that Ive would leave the company after 30 years.