Apple is set to reveal its next big thing later - tipped to be a smartwatch equipped to monitor health, help manage homes and even buy merchandise.
The smartwatch, which analysts have already dubbed the iWatch, will be Apple's first new product since the iPad almost four and a half years ago.
The computer and software giant is also expected to confirm an updated iPhone model, running the new iOS 8 operating system.
The unveiling will take place at 6pm (BST) at the Flint Centre in Cupertino, California, where Steve Jobs launched the first Mac computer in 1984.
Tents outside the Apple store in London's Regent Street. Pic: Patrick LawSome 2,500 people have been invited to watch CEO Tim Cook - Steve Job's successor - take to the stage to unveil Apple's latest offerings.
Excited tech fans have already started queuing outside Apple stores to buy the iPhone 6.
The device expected to have a 4.7-inch (12cm) screen feature, compared with a 4-inch (10cm) display on the models released in the past two years.
The new iPhone will be 'bigger and better', it is rumouredThere has been speculation that Apple may also offer an iPhone model with a 5.5-inch (14cm) screen.
As well as a bigger screen, the latest iPhone will reportedly include a mobile wallet feature that will allow users to pay for goods in shops and stores - similar to a contactless payment card.
The iOS 8 operating system will also include two features called HealthKit and HomeKit that are designed to turn Apple's products into a suite of digital servants.
Apple CEO Tim Cook is under pressure to keep innovatingThey will do everything from monitoring a person's eating habits and exercise routines to turning on the coffee maker in the morning and turning off the lights at night.
Apple has sold more than 500 million iPhones since the device was first launched in 2007, making it one of its biggest earners.
However, competition from Android devices such as Google, Samsung and HTC has seen the company's market share fall in recent years