"It's show time" says Apple in a media invite for a March 25th event.
While the Cupertino tech giant isn't saying much more beyond that, speculation is building that it's planning to launch a streaming television service.
Sources have told Reuters that Apple's building a new global video service that will likely include subscription TV, and challenge rivals from Netflix to Amazon Prime Video.
Apple has long hinted at a video service, with CEO Tim Cook speaking openly about it on earnings calls with investors without any details.
Apple has spent $2 billion dollars in Hollywood producing its own content and signing major stars such as Oprah Winfrey.
Reuters sources have said the Apple TV service may bring together other subscriptions from CBS, Viacom, and Lions Gate Entertainment's Starz among others, along side Apple's own original content on one platform.
That could help Apple users from having to use multiple apps for watching TV or movies online.
The potential revenues from a TV service have become a focus of investors after Apple in January reported its first-ever dip in iPhone sales during the key holiday shopping period.