Apple never really runs out of surprises as it unveils its newest venture in the upcoming Apple Music Festival, which will take place at the Roundhouse in London this September 19 to 28.

Besides launching its bigger re-branded Music Festival, Apple also did not miss out on inviting some of the biggest music groups and solo artists to come to the special event, including the four-piece boy band One Direction and the "Happy" singer Pharrell Williams.

"The Apple Music Festival is a greatest hits set of ten unbelievable nights featuring some of the best performers on the planet appearing live and interacting directly with their fans on Connect and Bears 1," Apple's Eddy Cue said in his statement.

Reports say that fans and Apple loyalists will also be able to listen to Apple's newly launched radio station. Apple will also preview backstage news and footages of the Apple Music Festival.

The upcoming big event is to intentionally help the company promote Apple Music as the company's main music brand, followed by its secondary brands iTunes and Beats.

While this move by the company is not a surprise, Apple's journey and transition towards streaming services has been looked on by industry experts.

Other music artists invited to join Apple's star-studded music festival include Disclosure and Florence and the Machine. Six more musicians are slated to join the mix, which will be announced by the company soon. 

As for the schedules, One Direction will be performing on September 22, Disclosure will be on 25, Pharrell Williams on 26, and Florence and the Machine will close the event on the 28th. The Apple Music Festival will also be joined by some traditional artists to open for the night events.

In the previous music festivals launched by Apple, some big-named artists in the music industry have also been invited to perform, including Coldplay, Adele, Foo Fighters, Maroon 5, Muse, Beck, Justin Timberlake and more.