It's very possible that the entire Mac world will know this at the end of the day, but any hardcore Beatles fan will be able to explain the connection between the band and Apple's 5 September invitation, 'the beat goes on'.
My auntie rang me excitedly this afternoon. She's a Liverpudlian and has been a Beatles fan all of her life. A relatively recent Mac convert, she likes to read the Mac news here, and she noticed the tag-line on Apple's invitation to the 5 September event.
"The beat goes on".
That's the last phrase from the last ever Beatles press release, she told me.
So I checked, and here's proof. The last Beatles press release distributed 10 April, 1970, reads:
"The world is still spinning and so are we and so are you. When the spinning stops - that'll be the time to worry, not before. Until then, the Beatles are alive and well and the beat goes on, the beat goes on."
You can check this here.
Are the Beatles coming to iTunes? Can we expect new breed iPods next week? Will Apple's UK TV show content expand? Will iPhone ship this year?
None of these questions right now seem as challenging as asking if Apple will introduce a plug-in architecture to iMovie.
But the world's spinning, so am I, and the motion's nowhere near close to ending just yet.
Right now, the beat goes on.