Apple is set to unveil the new iPhone 16 and other new products on Monday during its biggest product launch event of the year.

The event will take place at Apple’s headquarters in Cupertino, California, and is themed “It’s Glowtime,” with the company’s logo surrounded by a colorful halo.

iPhone fans are anxiously awaiting the new colors as well as other Apple products.

Apple’s fall product launch is one of the company’s most important annual events, as it typically showcases a slew of new devices and sets the tone for the start of the holiday shopping season, Apple’s busiest and most profitable period.

Reports ahead of the event suggest that Apple may switch from LCD to OLED screens, with the addition of a dedicated photo button also rumored. New developments in “Apple Intelligence” artificial intelligence (AI) features are also expected.

Earlier this year at Apple’s Worldwide Developers Conference (WWDC), the company announced a number of ways it intended to incorporate AI features into its products and services. One of the biggest revelations was a partnership with OpenAI to merge ChatGPT technology with Apple’s Siri voice assistant, with executives promising a more “natural” way to interact.

Apple’s share price has risen significantly this year as market excitement over artificial intelligence and revenue growth has boosted tech stocks. However, the company has struggled with a global slump in smartphone sales in recent years, as well as the rise of rivals such as Huawei in key markets, particularly China.

Huawei is expected to launch its own line of new products within hours of Apple’s event.