Apple Inc. has scheduled a product-announcement event on Sept. 12, according to people briefed on its plans, reinforcing expectations that the technology giant will release new iPhones and a smartwatch well ahead of the holiday shopping season.

The Wall Street Journal is reporting that Apple has indeed scheduled an event on September 12. On that date, Apple is set to announce the new iPhone models, as well as cellular Apple Watch and a 4K Apple TV set-top box. We are still waiting for Apple to send out invites to press to make the event official, although it is all but confirmed at this point.

In terms of event location, the report says that the company is ‘aiming to use’ the Steve Jobs Theater in Apple Park for the first time …

The Apple Park location is not set in stone, and depends on construction timelines. Recent drone shots of the theater show that the surrounding areas is still pretty barren in terms of tress and fauna. For the past two years, Apple has used the Bill Graham Civic Auditorium as the venue, so that is the likely fallback plan.

Carriers were apparently informed of the September 12th date last week, allowing them to prepare marketing materials for iPhone preorders.

Source: 9to5mac