Apple will show off its 2018 iPhones on September 12

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At first glance, and even second, it looks very much like existing Apple Watches.

The event will be held in Cupertino, California, at the Steve Jobs Theater on the company's Apple Park campus, according Apple's website.

Apple's event invitation made heavy use of the color gold, fueling speculation on social media that the company plans to launch a gold-colored successor to the iPhone X, which was only made available in silver and gray previous year. Apple could reveal a new Apple Watch with a larger screen and possibly a better battery life. While the shape of this Apple Watch looks similar to the current model, it looks like Apple has slimmed the bezels to give the watch a larger display. It broke with that practice a year ago by releasing the iPhone X weeks later than usual, prompting concerns the flagship model might sell fewer units during what is typically Apple's biggest sales quarter.

Judging by Apple's past actions, analysts expect the company will begin selling some of the new models by the end of September.

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Apple's event is supposedly focused on the iPhone, but that doesn't mean Apple won't add some extras to its list of new product announcements.

This is a September Apple event, so we'll likely see the company debut the newest iPhones.

Rumors also suggest this new iPhone will not come with 3D Touch.

Removing the feature because it's not used often might be a mistake, as it grants Apple not only a functional advantage compared to Android smartphones when it comes to navigation, but it could make it easier for users to see information not easily accessible through traditional touchscreen navigation, like showing a photo's EXIF data rather than a simplistic preview of an image that's one tap away. As other phone makers rush to copy the iPhone X's distinctive design, customers are beginning to feel a bit left out if their phone's screen isn't sporting a notch, and are more willing to upgrade from their old devices.

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