Apple is expected to unveil updated iPhones this week, along with an Apple TV revamp that may signal a push into online television streaming dominated by Netflix.

Apple remained mum even as rumours ran rampant about what is in store at the San Francisco media event on Wednesday.

Invitations provide little more than the time and place of the event, to be held at the spacious Bill Graham Civic Auditorium near city hall.

Many believe that virtual assistant software Siri, which is built into Apple devices, will help people find shows or movies on Apple TV.

Apple TV is also believed to be getting its own App Store, which will be open to outside developers who can make games and other content for it.