Apple iOS 7, along with the iPhone 5S and iPhone 5C, are highly expected to be revealed during Apple's Sept. 10 press event. With rumors and expectations running strong amongst the tech world, Apple continues its struggle to keep new products and company secrets under wraps.

"We're going to double down on secrecy on products," Tim Cook, Apple CEO, said in 2012.

It seems, however, that this plan did not go as well as Cook might have hoped. Pictures of the new iPhones and new features have been leaked onto the Internet.  Steve Jobs, however, was famous for surprising consumers with "One more thing..." introductions that show consumers just one last thing that they were not expecting.

Although Apple may be attempting to save one last surprise for conference attendees, there is still plenty of speculation as to what this surprise might be.

Some suspect that an update to the AppleTV set-top box will be revealed. Recently, HBO, Disney and ESPN have made apps for the AppleTV set-top box. An Apple smartwatch might also be Apple's final surprise.

An updated iPad is also a possibility for the Sept. 10 event. Loop Insight's Jim Dalrymple said that this is not the case, however, and that iPad updates will not be released until Oct. According to Forbes, Dalrymple has reliable sources.

Finally, Retina MacBook Pros and OS X 10.9 are notable considerations for the spotlight.

On Sept. 3, Apple sent invitations to members of the press to cover its Sept. 10 event. The invitations hinted at the arrival of the latest iPhone.

"This should brighten everyone's day."

That is what the invitation to Apple's event reads, and surely Apple gadget owners are excited to learn that at least some exciting news or product will be announced next week. What that will be, however, is still to be determined.

Apple's invitations feature the white Apple logo. Behind it lays a collage of brightly-colored, overlapping circles. Some believe this colorful invite might be a hint at the new lower priced iPhone that is rumored to be available in different colors.

Other schools of thought believe the colorful invitations represent something else. Some believe the invitation is eluding to the iPhone 5S which includes a new A7 chip, and the iPhone 5C, which has its contents in a bright, colorful plastic shell. On the other hand, the invitations could be representative of iOS 7 for which Apple has been using colors to promote for a while.

The long-awaited Apple Sept. 10 conference begins at 10 a.m. Pacific time at Apple's Cupertino corporate campus.