What to expect at Apple's iPhone event

Laura Mandaro | USA TODAY Network

SAN FRANCISCO — Apple has invited up to 7,000 people to the Bill Graham Civic Auditorium in San Francisco Wednesday for what's expected to be the unveil of its latest iPhone 6. Apple TV is also expected to get a relaunch. But what else?

Here's what we know about what's coming. You can follow a live blog, stories and tweets from USA TODAY reporters covering the 10 a.m. Pacific time event Wednesday at usatoday.com/tech, and follow the livestream at Apple's site.

The next iPhone is expected to have Force Touch, or pressure-sensitive technology that's already on the Apple Watch. Also: a greatly improved camera, with a 12 megapixel image sensor, the ability to shoot higher-resolution 4K video, and an improved processor.

The big thing is key to Apple's future. It's impossible for Apple to keep up the same, feverish rate of unit sales for its popular iPhones. So what's next? San Francisco Bureau Chief Jon Swartz lays out the pressure on Apple for a big surprise.

The revamped Apple TV, slightly larger and thicker, is expected to get a price boost to $175, from its current $69, according to Gene Munster, an analyst with Piper Jaffray. There's likely to be a voice-activation feature, and maybe a new content deal.

Siri, Apple's voice-activated personal assistant, has been giving coy non-answers to questions about the event. Siri will be revamped in the next iOS operating system, and it's now competing on prowess with Microsoft's Cortana, Google's OK Google, and Facebook's new M.

We asked three CEOs where they think voice activation is headed.

Apple's widely held stock AAPL, a market leader during the bull run, has been hammered in recent months. Perhaps signaling lower excitement for the next launch, the stock is down 6% in the 30 days running up to the launch — a break with the past.