There has been a lot of speculation over Apple’s (NASDAQ:AAPL) September 9 event. But, to quickly dispel much of the hype, I’m going to start by mentioning that there’s an extremely low likelihood of new product announcements at the upcoming event. Apple typically releases new categories in a 5 to 6 year cycle, and only makes preliminary announcements within a year of an actual product launch. Neither the Apple Car, nor a VR headset are in store at the event, and while I think Apple could be disruptive in the two product categories, the real incentive to expand the venue size is driven by the amount of free promotional activity Apple receives from various media agencies across the globe.

In fact, Apple is more of an international company now, so the ability to scale venue size to 7,000 seats reflects the need to accommodate for both domestic and foreign journalists wanting to cover the event rather than the need to expand seating to support a new product announcement.

What should investors expect from Apple’s September 9^th event?

The iPhone 6S is definitely a certainty. The naming cadence will continue, and Apple will put added attention and detail into explaining the performance advantages of this year’s model, as they’re trying to sustain the shipment ramp for the iPhone segment. Furthermore, rumors point to a force touch-sensitive iPhone, which creates a richer app-developer environment around a mature product category. It could be the right-click button equivalent for smartphones, which is why the presentation will explain in great detail the additional feature, sort of like a tutorial on the new touch capabilities. This event is one of the few opportunities in which Apple gets to educate consumers, so it’s not going to squander the opportunity.