That's all that Apple has said to the journalists, bloggers and tech fanboys who have received invites to an event at the Bill Graham Civic Auditorium in San Francisco on 7 September.
It's expected that a key announcement of the event will be Apple's new line of iPhones - sharing similarities with the existing iPhone 6 handsets, but dropping the 3.5mm headphone jack in preference for outputting audio via the iPhone's Lightning port - in addition to updates for its Mac line up and a refreshed Apple Watch.
Apple has previously used its September events to unveil the gadgets destined to fill the pockets of world: every major iPhone since the 5 has been revealed at Apple's September announcements, while the iPad Pro and Apple Watch both made headlines at previous September events.
We'll be bringing news of all the rumoured announcements and covering the event as it takes place. In short, your battered old iPhone 5S only has a few more weeks before retirement...