The date has been set, but that's about as much as we know.
The world's biggest company by market capitalisation is expected to launch a number of new products next week. It hasn't given anyone any clues, sending the rumour mill into overdrive.
Some are suggesting we'll see a wearable device.
Others are certain we'll see a new, thinner and larger iPhone, possibly dubbed the iPhone6 or even, the iPhoneAir.
There are claims it may have some new technology.
What we do know for sure, is that Apple shareholders are enjoying the spoils already, with shares reaching an all-time high even before the event.
But Apple's announcement may be overshadowed by another technology giant called Alibaba.
Alibaba is China's answer to Amazon and eBay. The main difference is that Alibaba doesn't take ownership of inventory or stock goods in their distribution centres to then fulfill the orders.
Still, it is the world's largest e-commerce company. Sales hit $250 billion last year on its two online shopping sites, Taobao and Tmall. Combined, they account for 80 per cent of China's online retail sales.
So what's the fuss?
After months of speculation, it looks like the Chinese company will be finally ready to launch its initial public offer next week.
It could be worth as much as $20 billion, making it one of the world's largest offerings in years, valuing the company at around $200 billion.
Yahoo is already one of its major shareholders.
Evan Lucas, market strategist at IG Markets told SBS World News, Alibaba's listing is interesting from two perspectives.
"First the sheer size of it shows the possibilities that can arise for those companies and investors that have exposure to the middle class. Consumption will be the driver of China over the coming years as it moves from a manufacturing and export nation to a consumption nation. Alibaba has exposure to all levels of the middle class as well insulating it from fluctuations.
"Second, this is the best opportunity the globe has had to get exposure to a Chinese mainland player, considering it is now the largest example of shadow banking, it is the largest provider of online payment systems in the country and its offering millions upon millions of products it could be considered the perfect ‘diversified’ investment vehicle for those wanting exposure to China."
But Australians wanting access to its IPO might find it difficult because it is limited to those with US investment accounts.
"However, we do offer a grey market on Alibaba where investors can take a position on the expected market cap of Alibaba at the close of the first day’s trade," says Lucas. "There are also ETFs and derivative products on offer for Australian investors keen for access before the listing. Post the IPO the secondary market will be an option to all however it will mean they will miss the initial reactions to Alibaba listing and might have to pay a premium."
If all goes as expected, Alibaba will be trading on the New York Stock Exchange under the ticker code "BABA" by September 18 or 19.
