After weeks and weeks of endless rumors, Apple finally confirmed today the new iPhone launch event, which takes place on September 10 as rumored. It was reported earlier today that it was likely for invites to be rolled out in a few hours.

apple iphone event 2013 Apple finally confirms new iPhone launch event taking place on Sept. 10

Journalists and online media outlets have now received invitations to an Apple event which takes place in San Francisco. The event is scheduled to start at 10AM PST. The invite itself hints that Apple might unveil two new iPhones at its event. Traditionally, it has always announced only one iPhone per year. It breaks away from tradition this year with the iPhone 5C, a low cost iPhone that is expected to be offered in five colors. The strapline on the invite, “this should brighten everyone’s day,” is an inference to the possibility of different color options. Even the graphic seems to suggest that.

Other than the iPhone 5C, Apple is expected to unveil iPhone 5S, which is the successor to iPhone 5. This particular smartphone won’t have any major design changes. However it is expected to have improved internal hardware and quite possibly a fingerprint sensor as well. The iPhone 5S might also be offered in different color options, gold and graphite are expected to accompany the usual offering of black and white.

Once they’ve been announced, the new iPhones are rumored to be released in the U.S. and several other markets on September 20th. Though the confirmation of the release date will come from Apple itself a week from now. Its time to start the countdown.