How is it ridiculous to assume that a company that values (and in fact thrives financially) on secrecy wouldn't intentionally reveal a new device prematurely? I'm not getting it.
You can't tell what model the phone is. Even if it is the new phone, nothing was really revealed, now was it? THAT is what is ridiculous about it.
Let's say it is the new phone. What can we confirm, based on this commercial, about it? Absolutely nothing, other than it's coming. That is basically a given at this point anyway.
People also need to take press release information with a grain of salt. Everything is worded eloquently. It's pretty cool to think that Apple has ninja assassins waiting to pick off anyone who might smuggle information about their new products out of HQ. In reality, that just isn't the case.
----------
Announcing or even sneak peaking a new device too early is horrible for sales. This is basic business. It's a large part of why apple can sell a ton of older generation phones right up until the day before a new model launches. They know what they're doing.
I am not arguing they don't know what they are doing. But implying that people don't know that a new iPhone is just around the corne is also implying they are living under a rock. The new iPhone around the horizon has already been on the news. And it's no secret that a new phone model is released yearly. And again, I say, this sneak peak might be just enough to say they "showed the world the new iPhone without actually showing it at all".
"But But But the CEO said they were being all stealthy badass hardcore secret about stuff and stuff." Yeah, the previous CEO also said we didn't need things like MMS because we had email. Don't take what an Apple CEO says as gospel, people. They want to protect their investors. The ninja assassins guarding the secret recipe sounds appealing to investors. It's that simple.