Apple's plans for 2015 are just about to be laid bare as the world's most valuable company prepares to showcase software updates for its iPhone, iPad and Mac computer line-up,
It will also introduce a music streaming service to rival Spotify.
The Worldwide Developers Conference (WWDC), the annual event where the iPhone maker unveils the next version of mobile operating system iOS - iOS 9 this year - as well as the next generation of Mac OS X that runs on the company's desk and laptops, opens on Monday.
This year however a lot of attention is on how Apple will approach the music streaming business, with the California-based firm expected to announce they are entering the streaming service arena with a revamp of the Beats Music app.
The app came to Apple as part of their acquisition of Dr Dre's Beats Audio last year, and is now set to power the new service, set to take on Spotify and Jay-Z's TIDAL platform. There have been rumours musicians such as Drake and Pharrell Williams have curated special playlists to be included in the service.
No details have been confirmed but early reports suggest a STG9.99 ($A19.97) a month subscription-based system will form the backbone of the app.
"Every iOS release is a big deal for Apple fans and that won't change with iOS 9," Marc McLaren, technology expert and online editor at Stuff.tv, said.
It's likely to include features such as vastly improved maps and a split-screen feature for the iPhone 6 Plus and iPads, while also giving us a few clues about the new hardware we'll see in September.
"We're even more excited about Apple's new Beats Music-powered Spotify rival.
Though no major updates are expected to the Apple Watch's software, there are some reports Apple will debut a new developer tool kit that will enable programmers to build native apps on the Watch.
The firm's much-maligned mapping service, Apple Maps, could also be set for an update which will include public transport routes for the first time.
The keynote speech from Apple chief Tim Cook begins at 6pm in London on Monday and is being live-streamed online.
