Apple confirms Sept. 9 event

The rumors are true: Apple will host an event Sept. 9 in San Francisco, where it is widely expected to introduce a new iPhone and a revamped Apple TV set-top box.

Invites were sent Thursday that read "Hey Siri, give us a hint," referring to the personal digital assistant available to owners of Apple mobile devices. (Alas, Siri offers only cryptic replies such as, "Why don't you check a rumors blog? That's what I do." and "You're cute when you're desperate for information.")

Next month's event is usually saved for the unveiling of a new iPhone. The tech giant is expected to unveil the iPhone 6S and 6S Plus, based on the names assigned to previous smartphones. News reports suggest the next iPhone will feature a 12-megapixel camera capable of shooting 4K video. Also, judging by the inclusion of Siri in the invite, expect some fresh upgrades to the digital assistant.

There have also been multiple reports over the past year that the company plans to reveal a significant upgrade to Apple TV, the company's set-top box. Apple is expected to reveal new hardware that will run on iOS 9 — the operating system powering the iPhone and iPad — and boast a faster processor, and upgraded remote with touch interface.

The Apple event, to be held at the spacious Bill Graham Civic Auditorium, comes at a particularly crucial time.

The company's stock has taken a thumping during a major Wall Street sell-off amid concerns over Apple's long-term business prospects, especially in China. Smartphone sales are saturated in the United States and Europe, and there is mounting evidence the same is happening in China, the world's biggest smartphone market.

As more people in China buy replacement phones, and competition intensifies with low-cost, Chinese smartphone makers, Apple and Samsung are under increasing pressure. Indeed, the smartphone market logged its slowest growth in two years, according to market researcher Gartner.

Follow Brett Molina on Twitter: @brettmolina23.