Apple is all set to unveil its next iPhone – the company has sent out invites for an event that will take place on September 10. The upcoming device is expected to be launched at the company's new Cupertino campus. Trying to add a funny twist to its invite, the company has stated that the entry to the event is "by innovation only."

The invite also features a multicoloured Apple logo, which reminds people of Apple Mac PCs of the 80s. It may be indicative of new colours available for the upcoming iPhone, which currently comes only in silver, black and red.

According to Techcrunch, the upcoming iPhone – the iPhone XI or iPhone 11 as it might be called, is expected to come in two models – a basic iPhone 11 model and two iPhone 11 Pro models, just like the XS and XS Max in the current generation of devices. Apple might be doing this to increase its range of devices to overcome sales slowdown.

Whether Apple will finally launch an economically priced device is not yet known. The company operates in a highly saturated premium phone market. Its lack of variation has given not just old competitors such as Samsung and Google but even newer players such as OnePlus the opportunity to take a bite of its market share.

If it does launch such a phone, it may make the iPhone more appealing in countries such as China and India – the largest smartphone markets in the world. These are markets which hold premium brand recognition.

The device is also expected to have a slew of new features – it may have a triple camera array with an ultra-wide lens, a new A13 chipset and wireless power-sharing on the lines of the Samsung Galaxy series.

Apple's announcement, like every time, comes in time for the holidays. More information will be available on its announcement at 10 AM ET on September 10.

The Apple logo is seen on the building of an Apple store in Beijing on January 4, 2019. (Photo: NICOLAS ASFOURI/AFP/Getty Images)