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You know, it occurs to me that you could take "The first 30 years were just the beginning. Welcome to 2007." quite literally. Taken in such a plain light, Apple's recent little marketing stunt is nothing more than a statement of truth.

But Apple knows - and Apple knows that you know - that that's not how the stunt will be taken. In recent years, Apple has been flagged for "disappointing" expos, largely due to a rumor mill that kicks it into high gear shortly before expos. This high is almost never induced by Apple itself, but rather is a secondary side effect of speculation and desire, along with an itchy credit card finger.

Knowing this, Apple's recent little stunt could be taken in one of two ways: a) they know there's nothing they can do to quell the minds of the zany, so why not play into it? b) they truly believe that this is going to be one heck of a year.

I've grown tired of speculating. I've grown weary of watching every move Apple makes - or is rumored to make - but I still tune in to an IRC channel during keynotes. I've been mentally preparing for an iTV (whatever they end up calling it) purchase, and I would seriously consider dropping my RAZR for an Apple-branded phone if they ever come out with one… but I also don't really care one way or the other if they do. The spectacle, though, is another matter. 😀

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