I suspect something beyond just hardware
Lifestyle development transends hardware products (iTunes). I suspect it will be a bold integration of device/portal for the enhanced delivery and use of new products like the phone, iTV etc....
I also think that the biggest indicator of this is that there are no rumors out there of anything significant enough to warrant such a hype. The only thing Apple can keep quiet nowadays is "software" development. Outside contractors really screw-up confidentiality.
We'll see. It may involve some kind of bold joint venture or aquisition. (Disney, Google, Sony, Palm) who knows?