Apple has made official a Sept. 15 press event, but this might not be the one where the company debuts its latest iPhones. The company has previously said this year's iPhones would ship a few weeks later than years' past.

Why it matters: Apple often has multiple fall product launches, though typically the iPhone release comes first.

Apple is expected to introduce new Macs, watches and iPads in addition to the new iPhone lineup, so there are lots of possibilities, should Apple choose to hold the iPhone launch closer to its availability.

Between the lines: Apple has, on occasion, announced products before they are ready to ship, but in general likes to keep the time between announcement and shipping as close as possible.

• The event announcement offers no real specific hints as to what is being launched and, though not explicitly stated, the event is a virtual one being broadcast from Apple Park, rather than an in-person affair.