As clockwork, the newswires are abuzz with news of another imminent Apple product release.
In testament to the brand’s cult-like status, the mere announcement of another event where Apple promises to unveil new gadgetry has become newsworthy.
Macworld in the US reports that Apple is planning a special invitation-only event to introduce new products next Tuesday, February 28.
The invitation is said to give away precious little about what Apple has up its sleeve.
It reportedly reads: "Come see some fun new products from Apple," and features a large rendering of an iCalender-style icon with the date set to February 28, 2006.
At previous such events Apple took the covers off products like the photo, video, Shuffle and Nano versions of its iPod media player, as well as the Mac Mini and new incarnations of its iMac and Powerbook computers.
Many of these devices resulted in frenzied Apple fanatics and a resurgence in the company’s fortunes.
Now every move it makes hits the headlines.