Apple to Hold Sept. 9 Event for New IPhones, Wearable Device

Aug 28, 2014 4:01 pm ET

(Updates shares in last paragraph.)

Aug. 28 (Bloomberg) -- Apple Inc. is holding a Sept. 9 event, where the company is said to be preparing to debut new iPhones and a wearable device.

The unveiling will be held at the Flint Center for the Performing Arts near Apple’s headquarters in Cupertino, California, the company said in an e-mailed invitation today.

Apple is set to introduce two new iPhone models: one with a 4.7-inch screen, and another with a 5.5-inch display, as well as a new wearable device, which would be the company’s first new product category since the iPad debuted in 2010, according to people familiar with the plans.

“Wish we could say more,” Apple said in the invitation.

The Flint Center, which seats 2,300, has been used before for major Apple events, such as co-founder Steve Jobs’s introduction of the Macintosh in 1984. Jobs also unveiled the iMac at the theater in 1998. The venue also hosted an event earlier this year celebrating the Mac’s 30th anniversary.

Apple’s planned product introduction on the second Tuesday in September is in keeping with a strategy of releasing new iPhone models in that month, kicking off a broader reboot of its lineup in time for the holiday shopping season. Last year’s iPhone 5s and 5c also debuted on the second Tuesday of September.

Apple Chief Executive Officer Tim Cook, under scrutiny to show the company can produce groundbreaking products without Jobs at the helm, fueled consumers’ and investors’ anticipation by hinting throughout the year that there are new products in store. Eddy Cue, Apple’s executive in charge of iTunes and the App Store, has said the company has its best product pipeline in 25 years.

Anticipation for this event has given Apple’s shares a boost. Already the world’s largest company by market value, Apple shares closed at record today of $102.25, up 28 percent this year.