Apple on Thursday sent out invitations to a Sept. 9 media event, hinting that Siri virtual assistant software in its mobile devices will play a role.

In trademark enigmatic style, the emailed invitations provided little more than the time and place of the event. Beneath graphics based on the Apple logo was written "Hey Siri, give us a hint."

The timing of the Apple event did not come as a surprise since the California-based company is known to host Fall events to announce iPhone updates.

Rumors about the coming event included the possibility of new iPhone models and news about Apple TV set-top boxes.