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Apple confirms rumored Sept 9 event

It's official—Apple will hold an event on Sept. 9.

The tech giant on Thursday confirmed the date of the function, which was widely reported in recent weeks. Rumors have swirled about the products Apple could unveil, and some reports suggest it may announce a next-generation iPhone.

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The event will take place at the Bill Graham Civic Auditorium in San Francisco, which holds about 7,000 people.

Apple
Source: Apple

Apple did not immediately respond to a request for comment on the nature of the event.

The function comes as analysts and investors look for an Apple catalyst amid a tough run for its stock. Concerns about slowing iPhone sales and China, a major growth market, have sent its shares about 15 percent lower in the past three months.

The company's shares were up more than 3 percent in afternoon trading Thursday.

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In an invitation sent Thursday, Apple prompted people to ask Siri, the automated assistant programmed into iPhones, for a "hint" about the event. Siri yielded varying responses, like "I bet you were one of those kids who snuck downstairs to open presents."