I'm as familiar with and used to Apple refusing to announce products in advance as anyone; but it really does have a negative impact on customer experience.
It was my friend's birthday a couple of weeks ago and he had treated himself to an Apple TV, which was sitting there in the plastic wrapping when I saw him. I had to tell him, 'You should know, an update is heavily rumoured to launch shortly'.
So he had to take his present, purchased with birthday money, back to the Apple store for a refund; and has no idea if a new one is out. It now looks like he will go back and buy it if it's not announced tomorrow, hoping it won't be updated before next year.
Someone bought me an Apple TV for my birthday and I was a bit peeved because you shouldn't really buy me technology and I knew the rumours. I also returned the item but I felt bad for my friend who thought it was a great present.