Bloomberg's Mark Gurman called it right. Apple announced earlier today that it will hold a press event on Sept. 7 at 1 p.m. ET where it’s expected to announce new iPhones. The launch event will be streamed on Apple’s website. Apple has held virtual pre-recorded launch events since the start of the COVID pandemic in 2020. Apple is also inviting people to watch the launch at its campus in Cupertino, California.

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Beyond the iPhone 14 lineup, Apple could also introduce their next-gen Apple Watch 8 with a new temperature sensor and rugged titanium casing for its new Pro model, along with new AirPods models at the event.

Apple is expected to release four new iPhone models with improved cameras. Apple's top Pro model is expected to introduce a 48-megapixel rear camera – a far cry from the 200-megapixel camera coming to the Galaxy S23 in early Q1 2023.  

Analysts will be closely watching the pricing of Apple’s new lineup to see if the company has raised prices during supply chain uncertainty and high inflation.

Apple also typically releases the new version of iOS for iPhones after its September event. This year, the software includes the ability to customize the phone’s lock screen and the ability to unsend or edit iMessages.

If we're lucky, perhaps Apple will introduce 'something' not yet covered by the rumor mill.