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This is still strange for Apple. Speculation and then 'failing' to meet speculation always happened around Apple events, but still Apple didn't care. Wether th

This is still strange for Apple. Speculation and then 'failing' to meet speculation always happened around Apple events, but still Apple didn't care. Wether they do it to set expectations or not, this is the first time they give a list of what they will announce. EDIT: spelling.

ugh 15y ago
Nah, Apple does care. They are very good at playing the expectations game and have gotten better with time. Their invitations have become less cryptic and outright explicit (http://arstechnica.com/apple/news/2011/02/apple-hints-at-ipad-news-in-march-2-event-invitation.ars http://arstechnica.com/apple/news/2011/02/apple-hints-at-ipa...), probably precisely because disappointment about a lack of flashy announcements was fast becoming a big deal after Apple events. There will always be stupid speculation – also before next Monday – and there will always be people complaining – also after next Monday – Apple just doesn’t want that to turn into the main thing. That press release is in context not much more explicit than above invitation to the iPad event. It’s just a different tool.
ZachPruckowski 15y ago
Maybe they have some external reason to care about it this time, like the impact on stock prices or something? Analysts making stuff up and then being disappointed has caused stock volatility in the past, and Apple may want to avoid that this time.