I've started comparing the anticipation of the new iPhone/iOS release to Christmas time. All throughout the year, there are these rumors that pop up every now and then about the new iPhone, just like people say "that would make a good Christmas present". Then, as we get closer to the release, people want that confirmation of Apple, that it's now serious business (i.e. the invitation for the press). Black Friday in my Christmas metaphor; Christmas shopping has now started.
You can feel everybody's excitement: who's going to be on stage, 2 or 1 phone(s), what liveblog to follow, new SKU's, etc. "Will I get that video game I've wanted for months for Christmas?", "I wonder if she'll like her new scarf", "That present kind of has the shape of something I really, really wanted, but I'm not entirely sure".
Then, on announcement/Christmas day, there is this finale, the climax. That moment you've been looking forward to for a long time. Be it a year, be it a month, in both cases you looked forward to that one day. Finally, you know everything there is to know. Two phones, new voice assistant software built into iOS 5, which is being released a few days later. Just like on Christmas: "Yes, that present was indeed what I thought it was" and "I'm glad everybody liked my presents".
Of course, there are always the haters who either don't Christmas or are always dissatisfied with what Apple brings out (no matter how good the specs or looks are), and although I'm not a big Christmas person, I always enjoy the looking forward part.
Hooray for their marketing team, because if you can make your customers look forward to the unveiling of a new piece of technology, you are doing a fantastic job.