That's the point. If Apple wanted to be informative, they could just issue a press release.
Here's what I imagine happened. Someone at Apple hears about BS rumors that are getting people excited about a non-existent event. Apple wants to shut it down but doesn't want to set a precedent by breaking their wall of silence. So, someone calls Jim and says "kill this - now." Jim posts "nope." Threat neutralized.
Apple doesn't want us to know any more now, they just don't want us to be pissed off because something they were never planning on doing didn't happen. I actually really appreciate Jim's terseness.