Just a little speculation here. I've noticed something a little interesting regarding this event invitation. Judging by recent past history, for all apple event (Excluding WWDC), Apple has almost always announced their event's 7 or 8 days in advance. E.g October 2013 'We've got a lot more to cover' event. Invite sent out 7 days in advance (October 15th announced, October 22nd event) September 2013 'This should brighten your day' event Invite sent out 7 days in advance (September 3rd announced, September 10th event) October 2012 'We've got a little more to show you' event Invite sent out 7 days in advance (October 16th announced, October 23rd event) September 2012 'It's almost here' event. Invite sent out 8 days in advance (September 4th announced, September 12th event) This event however, totally breaks the mould. Apple has announced this event 12 days in advance. This is not normal Apple behaviour, and therefore, i'd suggest that this, combined with the cryptic invite, the huge structure going up at the event location, as well as the large number of people attending, surely suggests that this event is something special, something totally out of the ordinary. Another thing I thought, was that could it be announced earlier as they want to give people as much notice as possible? Some news outlets may have not been able to attend in the past due to the short notice, therefore, could the earlier event invite be something to do with this? Just a little speculation... Whatever happens though.. It's going to be an exciting event!