It's 9 September.
No messing about here. If you're eager to fill your eyeballs with everything Apple, you're going to want to book some time off on 9 September, pull up a stream on your Mac, start tweeting from your iPhone and sort out a victory playlist with Apple Music on your iPod.
Word comes from Forbes that invitations have started circling amongst the blessed few deemed worthy enough to attend an Apple event in person: a PR circus that sees all new Apple products greeted with a slew of tweets, news articles and live blogs. It's nuts, but a superb microcosm of just how Apple has turned tech launches into world news.
The invite appears as follows:
And to further the hype, here's how Apple has updated Siri concerning the event...
What can you expect? Almost certainly the iPhone 6S, probably a new set of iPads (the iPad Pro is a long-rumoured, super-large option), and maybe even a new Apple Watch.
All-aboard the hype train, next stop Bill Graham Civic Auditorium, San Francisco, 9 September.