This story has been modified to include information about Apple’s event in China on Sept. 11

Apple has finally sent out invites for a September 10 event at its Cupertino headquarters, where many believe the company will unveil a new iPhone. 

The invites, which were reported on multiple outlets, begin with the line, “This should brighten everyone’s day,” followed by the promise of breakfast and an “executive presentation” at 10:00 AM PST. 

The low-key invite for the event is in contrast to past unveilings, which have historically taken place at San Francisco’s Moscone Center. 

Next weeks event will be met with perhaps less anticipation, as Apple will be following in the wake of major announcements from Samsung and Sony this week. As part of the IFA consumer electronics show in Berlin, Samsung is set to take wraps of its forthcoming Galaxy Gear smartwatch device, as well as a third iteration of the Galaxy Note. Meanwhile, Sony will update its flagship Xperia smartphone. 

Since the death of CEO Steve Jobs, Apple has suffered flagging stock prices, as well as accusations that it is no longer an innovator in the gadget space. Aside from the expected launch of an new iPhone, rumors have also circulated that Apple will unveil a cheaper version of the iPhone, as well as a possible iWatch device. 

Apple has reportedly also sent invites to journalists in China for a Sept. 11 event, where the company may announce a partnership with China Mobile, the largest carrier in the world. 

Todays announcement comes as Apple just last week launched an iPhone trade-in program at its retail outlets, yet another possible sign the company is gearing up to bring new devices to market.