Australia's phone companies are launching new plans and preparing themselves for an onslaught of inquires for Apple's expected iPhone 6s launch on Thursday.

The Cupertino-based technology giant is holding a press briefing on September 9 in the Unite States that is set to reveal its annual round of new phones and devices. The event is crucial for Telstra, Singtel-Optus and Vodafone Hutchison Australia, which fight to scoop up new customers as they shop for iPhones.