It seems to me that all Apple did was put up one graphic (granted, the copy was a little hyped), and the tech blogs did all the rest.
Apple put up one graphic with the tagline of "Tomorrow is just another day. . .you'll never forget." Hyped is right!
I'm not a PR person, but I know it's not smart to put that kind of statement up if you're a hardware (computer and phone) company unless you're going to announce something that you believe will be a game-changing new device or a new service that will fundamentally change the way the devices you make work and how people will use them.
This was a content announcement only. . .which is a shame for a primarily hardware-driven company. I'm sure there will be "Beatles" themed iPods now a la U2 style right around the corner. They will sell pretty well, I'm sure. However, this announcement is so disappointing for those of us who are waiting for Apple to make some real "game changing" announcements where iTunes is concerned (wi-fi syncing of iPods/iPhones/iPads, streaming subscription service, etc.)