Wall Street Journal:

Apple Inc. has scheduled a product-announcement event on Sept. 12, according to people briefed on its plans, reinforcing expectations that the technology giant will release new iPhones and a smartwatch well ahead of the holiday shopping season.

The company is expected to unveil three iPhones, according to other people familiar with its plans. Those include a showcase iPhone to mark the product’s 10th anniversary that is larger and pricier and features an edge-to-edge display and facial-recognition technology, as well as updates to the two iPhone 7 models that started selling last year.

And:

In the past two years it has used San Francisco’s Bill Graham Civic Auditorium, but people close to the company say it is aiming to use the 1,000-seat Steve Jobs Theater on its new headquarters campus.

Here we go. Feels like that part of the rollercoaster where you are still being ratcheted to the top of the ride, not quite at the top, but almost. And you know the ride will be thrilling.

The reveal is two weeks from today.