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Apple's latest product launch will be in a setting that holds a special place in its history. It may be a sign of how big this event is for the company.
The Sept. 9 launch is expected to feature a larger iPhone and possibly a computerized watch. It will be in the Silicon Valley venue in California where Apple's late co-founder, Steve Jobs, took the wraps off the original Mac computer 30 years ago. That machine was hailed as a major breakthrough. It helped bring personal computing to the masses.
These events have become an annual rite since the 2007 release of the iPhone. But this year's may be the most highly anticipated since the iPad came out in 2010.
A "smartwatch" or other wearable technology would mark the company's first foray into a new product category since the iPad came out.
Apple Inc. isn't giving any clues about what's on the Sept. 9 agenda.
The company scheduled the event at an auditorium about 3 miles from its Cupertino, California, headquarters. It seats about 2,300 people, a far larger capacity than the places that Apple usually uses to show off its new products.
Apple watchers expect an iPhone with a larger screen. The iPhone 6 is expected to feature a 4.7-inch screen. That would make it more competitive with larger smartphones made by Samsung Electronics and other rivals. Those rely on Google Inc.'s free Android software. There also has been speculation that Apple may release another iPhone model with a 5.5-inch screen.
A bigger-screen iPhone could unleash a surge of sales among Apple fans. Some analysts think Apple could sell at least 70 million units of the iPhone 6 within a few months.
Although the iPhone is Apple's biggest moneymaker, much of the intrigue around this year's event surrounds the possibility that the company may release a long-awaited smartwatch.
Critical thinking challenge: What does Apple gain by being so secretive?