In the week ahead on Wall Street, the Apple of investors' eyes may be the new subscription TV service the iPhone maker will likely reveal at its headquarters on Tuesday.

Apple TV Plus is expected to compete with Netflix, Amazon Prime Video and Disney's new streaming video service, among others.

Apple teased a five-color version of its logo. That could imply it'll launch more colors for its new iPhone models.

On the earnings front, look for Kroger to report a rise in quarterly sales on Thursday. Investors will be on the lookout for any comments the supermarket chain may make on its new gun policy. It's asking shoppers to stop openly carrying firearms into its stores.

On Friday, Wall Street will get more details on the strength of the consumer. Retail sales growth in August is likely to have slowed to 0.2% from 0.7% the month before. Also that day, the University of Michigan's preliminary consumer sentiment index is expected to show a slight increase in September from August's dismal reading.