Apple is reportedly gearing up for a significant 'media-related' announcement in New York later this month. The event is unlikely to be the launch of the iPad 3 or a new Apple TV product however.

All Things D is quoting sources that say the Apple SVP of Internet Software and Services Eddy Cue is involved in the event. As Cue heads up the division running the iTunes Store, App Store, iBookstore, the iAd and iCloud services, the site suggested some kind of advertising or publishing announcement.

Cue was most recently involved in the launch of The Daily, News Corp.'s online magazine, almost a year ago.

TechCrunch further quashed hopes of an early hardware release by finding a second source that confirmed the event was taking place, but would focus on publishing and eBooks and would unveil improvements to the iBooks platform

But don't worry, there's no dearth of rumours surrounding the iPad 3. DigiTimes is claiming that Apple 'supply chain partners' have revealed that the new iPad will be launched at the iWorld event of 26 January, and what's more will be available in two variations.

The new iPad models are said to feature quad-core A6 processors and 9.7-inch QXGA resolution screens, with dual-LED light bars to improve brightness. They'll reportedly ship with either a 5-megapixel or 8-megapixel camera, with an improved battery on both new models.