Summer is nearly over and fall is a couple of weeks away, so that means one thing: it’s Apple announcement time! The tech giant’s biggest event of the year kicks off today at 1:00 pm EST, and Apple is expected to unveil the iPhone 11 for the first time.

Gadgetheads: Get ready.

Apple traditionally rolls out a new slate of tech gear right in time for the holiday season, leading to massive lines at malls and electronics stores of those who want to be one of the first to own the latest technology. It’s a model that’s worked extremely effectively for the company; roll out their shiny new products at a massive event, let the hype build, and watch the profits inevitably stream in.

Today should be no different.

The newest versions of the iPhone should be the marquee announcement, but Apple will also likely reveal other products and services, such as an upgrade to its OS. The iPhone 11 is rumored to not be much of a departure from last year’s iPhone X, leading to some speculation in the tech arena that it won’t lead to the typical fervor that accompanies new iPhone announcements. We’ve heard those familiar rumblings before—remember the initial questions about the iPad’s viability?—and so far the company seems to consistently hit their mark.

So if you, like myself, find excitement in new Apple rollouts, you’ll likely be tuning in today at 1. We’ll see what Tim Cook & Co. have in store.