Apple had just completed announcing updates to its iMac and Mac mini offerings Wednesday, when talk turned to the next Apple product announcement—a press event slated for next week in San Francisco. All signs—and Apple’s own invitation to the September 12 event— point to the company taking the wraps off a long-rumored movie download store. But tech and entertainment analysts believe there could be more to Apple’s press event than just that announcement.
“One thing is clear,” said Michael Gartenberg, vice president and research director at JupiterResearch. “[Apple] wanted to make sure the new [hardware] products announced [Wednesday] were not lost in next week’s news.”
Apple mailed out invitations to the September 12 event earlier this week. The invitations show Hollywood-style floodlights criss-crossing the Apple logo with the words “It’s Showtime” emblazoned across the invitation.
“With the ‘It’s Showtime’ invitation, it’s clear we are going to see Apple get into more long form video,” Gartenberg said. “The announcement should be pretty big.”
