Apple Inc (AAPL.O) said on Thursday it will host an event on Sept. 12 at the Steve Jobs Theater in the company’s Cupertino, California, campus, where it is widely expected to unveil new iPhone models, Reuters reports.
Analysts believe Apple plans to release three new smartphones this year, including one with a larger display than previous models. Analysts also expect Apple to release an iPhone with a edge-to-edge display similar to the iPhone X but using less-costly LCD screen technology.
Apple’s event invitation made heavy use of the color gold, fueling speculation on social media that the company plans to launch a gold-colored successor to the iPhone X, which was made available only in silver and gray last year.
Documents filed at the U.S. Federal Communications Commission unsealed earlier this year showed Apple had sought approval for a gold version of its iPhone X, but it never released the color.
Apple shares were up 2.2 percent at an all-time high of $227.97.
Apple has for years released its new phone models in the second week of September, and often updates other product lines such as the Apple Watch at the event. The company has already given base-model iPads and some MacBook laptops an update this year.
Apple typically starts selling new iPhones a few weeks after launching them, in time for the holiday shopping season. The iPhone X, priced at $999 and up, has helped Apple beat Wall Street sales expectations.
Investor Warren Buffett, speaking on Thursday to CNBC, said the iPhone is “enormously underpriced” even when it costs $1,000, given how indispensable it has become for so many people.