With no new hardware devices forecast, the star of the show is bound to be software. Rumors are swirling about the newly designed IOS 9 software for iPhone and iPad devices, as well as a revamped OS X operating system for Macs. It's likely that Apple will say more about its move into on-demand music and radio streaming services.
"The real feature excitement is going to be whatever they announce about what was formerly Beats Music is going to be big," said Manhattan Venture Partners chief economist Max Wolff. "Especially if they push video into that or some video product native, especially because we've just seen Spotify go into the video realm, right, so it ups the pressure on Apple to do that," Wolff added.
The rollout of the Apple Watch in stores is expected to take place within the next few weeks and already there's talk of a new software update.
"We're also going to get a first indication of how the watch is doing," Wolff said. "As far as we can tell the watch seems to be doing a lot better than most folks, myself included, sort of forecasted. so I think it's going to be pretty much trade strong to this news, across the conference."
Wolff told TheStreet in the run up to the conference. It's been made pretty clear that we won't be seeing a new Apple TV just yet, but new research shows Apple to be leading the race for digital video supremacy.