LIVE: Apple just unveiled the iPhone 11, new Apple Watches, and more

Apple is holding an event on Tuesday where it's expected to debut its new iPhone lineup and new Apple Watches, among another announcements.

The launch will be as important as ever for Apple as it grapples with falling iPhone sales and begins to lose ground in the global smartphone market.

CUPERTINO, California — Apple is holding its annual September keynote on Tuesday, an event that usually signals the introduction of the firm's new iPhone lineup and has come to be known as Apple's biggest moment of the year.

Apple typically debuts its new iPhones in September, and this year is expected to be no different. The Cupertino, California-based technology giant reportedly has three new smartphones coming this year. The biggest draw will likely be the addition of a triple camera for its high-end iPhones — a feature that would bring the iPhone's camera up to speed with that of rivals like Samsung. Apple could also reveal new versions of the Apple Watch and disclose additional details about the Apple TV Plus and Apple Arcade gaming services it announced in March.

Apple's iPhone launches are always closely watched, but this year's event comes at a particularly critical moment for the company. Apple has increasingly focused its efforts on growing burgeoning businesses like its services and wearables categories as it seeks to downplay reliance on the iPhone amid an industry-wide decline that's persisted for seven consecutive quarters.

See below for live updates as Apple's big event unfolds.