Today's Apple unveil is expected to break the Internet, so be prepared.
An updated iPhone 6 -- the iPhone 6S and iPhone 6S Plus -- is the main event.
Apple will broadcast the event live on a dedicated livestreaming site that can be reaached here. The event begins at 1 p.m. EDT.
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The experts are saying a lot of what is happening today is refinement. A day for Apple to take its core top sellers and polish them with hardware updates, more power and new features.
The iPhone upgrade will come with more power, an even better camera (is that possible?) and Force Touch, technology that reacts to the amount of pressure placed on the glass.
RELATED:Apple's pressure-touch glass.
The two phones are expected to stay the same size.
An Apple TV upgrade, with Siri integration is also expected, and a larger iPad.
But the iPhone upgrade, which drove nearly two-thirds of the company's $49.6 billion in revenue in the most recent quarter, will be the talker.
That talk, however, may not be the most excited. USA Todayhas already called the new phones a bore.
"As Apple gets larger - and relies heavily on a product that's become geriatric by tech standards, investors are increasingly difficult to impress," USA Today writes.
"It's getting harder and harder for Apple to compete against itself," said analyst Bob O'Donnell of TECHnalysis Research. Apple shares closed at $112.31 on Tuesday and are up 14 percent over the last year, although they are down nearly 12 percent in the last three months.