timing
to me, it is the timing of this 'extra' event that is key.
if they actually were launching a product revision (mac, pmac, pbook...) apple would have either:
1) known it was ready(ish) and announced it at the nano launch.
2) not done a special launch at all; just a low-key announcement.
hence... it is something that has been in the works, but needed some final tweeking/agreements to fly. a product that required something that needed to be put in place, which was largely outside of apple's control and timing (not an upgrade, for they are generally in apples' control).
therefore... it is something involving third parties like -the movie industry!
it seems to point to a movie-compatible itunes store and upcoming player.

to me, it is the timing of this 'extra' event that is key.
if they actually were launching a product revision (mac, pmac, pbook...) apple would have either:
1) known it was ready(ish) and announced it at the nano launch.
2) not done a special launch at all; just a low-key announcement.
hence... it is something that has been in the works, but needed some final tweeking/agreements to fly. a product that required something that needed to be put in place, which was largely outside of apple's control and timing (not an upgrade, for they are generally in apples' control).
therefore... it is something involving third parties like -the movie industry!
it seems to point to a movie-compatible itunes store and upcoming player.