Apple has set residents of the Mac world talking once again, with news of another special company event on February 28, just months after the Intel iMac and MacBook Pro were launched.
Analysts and industry pundits have already begun second-guessing the company's next move. The Apple event takes place at 10am Pacific Time (6pm UK time) and will be held at the company's Cupertino HQ.
The event appears a regional affair, with no plans revealed yet to webcast or otherwise broadcast what is revealed there. This could suggest a US-focused slant to the news, some speculate.
An invitation to the special event was sent to US media on February 22.
It reads: "Come see some fun new products from Apple." The email shows a large image of an iCal-like icon that depicts the date "February 28".
It's no anniversary. Apple as a company is 30 years old on April 1. Apple also launched iTunes Music Store in the US on April 28, 2003.
Pre-event speculation instantantly exploded, with various prognosticators theorising the event will see the debut of: an Intel iBook; a Mac mini media server; a 'true' video iPod with a big screen; an iPod boombox; a major increase in the quantity of video and other content available through iTunes; or even a Product RED iPod.
The only conclusive assessment that can be made on Apple's news is that the company thinks its new products are "fun".
Place your bets.