Earlier today, Apple sent out press invites to its iPhone launch event on September 12. The event is scheduled to take place at the Steve Jobs Theatre at Apple’s new Apple Park campus.

Riding on speculation that the company is gearing up to launch three new iPhones this year, Apple’s share rose up to an all time high of $228 at one point today. The company is widely expected to unveil quite a lot of hardware at the event including the three new iPhones (two of which leaked earlier today), the Apple Watch Series 4 (which also leaked earlier today), along with a new iPad Pro, and refreshed iMac and iMac Pro workstation desktops.

The Cupertino giant is expected to a have a good year with iPhone sales this time around, a speculation further supported by a recent survey that mentioned around 50% iPhone users in the US are looking forward to upgrading their iPhones this time around.

Of the three iPhones that Apple is expected to launch this year, two are rumored to be OLED touting models with a 5.8-inch and a 6.5-inch displays, and will probably also come in gold colors as suggested by the leaked image from today, and the fact that Apple had sought permission from the FCC to launch gold color variants of its iPhones. The company is expected to launch a third iPhone with an LCD screen with an aggressive pricing expected to start at $699.

Recently, US investor Warren Buffet also said that he has purchased even more of Apple’s stock, and expressed his opinions on the pricing for the iPhone X. He said that the iPhone was “enormously underpriced” seeing as it is indispensable for so many people.