Investing.com - Apple shares (NASDAQ:AAPL) were higher on news the company has sent out invitations to a Sept. 10 event where it is expected to introduce new iPhone models.
In addition, Apple (NASDAQ:AAPL) is widely expected to offer new details on its Apple+ movie and television streaming service, including when it will launch. The event will be at the Steve Jobs Theatre at Apple's Cupertino, Calif. headquarters,
The tech giant is expected to introduce three iPhones models: a cheaper replacement for the iPhone XR and upgrades to its XS and XS Max iPhone models.
In an invite to the event on Thursday, Reuters noted, Apple (NASDAQ:AAPL) teased a five-colored version of its logo, implying launch of more colors for its new iPhone models.
The event is an annual presentation. It often includes an introduction to new models of its Apple (NASDAQ:AAPL) Watch. CNBC reported there's little known about what the product list will include this year.
Apple's Apple+ is expected to launch by November. Bloomberg News recently reported Apple (NASDAQ:AAPL) plans to start the service with a $9.99 fee. The field is getting crowded with Walt Disney (NYSE:DIS), Netflix (NASDAQ:NFLX), Amazon.com (NASDAQ:AMZN) as competitors. AT&T (NYSE:T) and Comcast (NASDAQ:CMCSA) are also developing services.
Netflix (NASDAQ:NFLX) and Amazon (NASDAQ:AMZN) Prime charge as little as $8.99, while Disney+ plans to seek $6.99 when its service debuts in November.
Apple shares (NASDAQ:AAPL) were up 1.6% and were benefiting from Thursday's big rally as well.