Apple will hold an event Sept. 10, the company confirmed Tuesday—potentially starting the clock on the newest version of the iPhone.
"This should brighten everyone's day," the invitation said. The event is due to begin at 1 p.m. ET.
(Read more: Is this the gold iPhone?)
Apple did not elaborate on the subject, though the launch of the new iPhone has been widely tipped for this month.
Apple shares rose 1.6 percent in afternoon trading. (What's the stock doing now? Click here).
Last week Apple launched a trade-in program for iPhones, letting people turn in older models for credit toward new ones.
The hottest speculation about the new iPhone is what it might look like.
Some have suggested a gold-colored model, while others have said Apple could launch a cheaper version in a range of colors.
Apple's event news didn't go unnoticed by Google, who quickly redirected the mobile news back toward its Android OS.
Not long after Apple sent out the press invites to the event, Sundar Pichai, head of Google's Android and Chrome teams, said via a Google Plus post that Android now has had more than 1 billion activation.
He also said the next version of Android would be called "KitKat"—keeping with Google's theme of sweet names for versions of the operating system (but the first time a branded candy was chosen).
(Read more: Gimme a break: New Android system named 'KitKat')
Financial terms weren't disclosed for the sweet deal between Google and Hershey Co., which makes Kit Kat. Google approached the candy company earlier this year about the idea, a Hershey spokeswoman said.
Kit Kat packaging will show Android's green robot mascot breaking a Kit Kat bar.
—The Associated Press contributed to this report.