ON SEPTEMBER 9th, in San Francisco, Apple will stage one of the biggest shows in its 39-year history, at the Bill Graham Civic Auditorium, named after a rock-concert promoter. Thousands of giddy Apple fans will throng, no doubt. They expect Apple to reveal the iPhone 6S, the latest version of an old hit, but the star attraction is likely to be a new version of Apple TV, its video-streaming box. For years analysts have predicted that the technology firm will storm the television industry, but so far Apple has only tiptoed into telly, with a tiny device that displays video from the iTunes Store, and other apps, on TVs. Apple is expected to announce that the new model will include Siri, its personal-assistant technology, which could make it easier to search for TV shows. It may go further: rumours have swirled that Apple will invest in original content, too.

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What's next for Apple