Product Announcements from Behind the Curtain

Apple announced a number of changes today to the Mac Mini, iMac, Power Mac, AirPort Extreme Base Station and Time Capsule. Numerous updates to hardware specs and price points relative to value to get excited about. Details are available on sites such as MacRumors and Apple Insider so I won't get in to that. This was a large product update without an Apple media event. The Power Mac design changes alone would normally been the focus of, at least, a small media event on Apple's campus. Let's focus on what happened here. Jobs is not well. Many Apple investors are hanging on by a string because they think Jobs is Apple and Apple is Jobs. Holding a media event provides the media with yet another opportunity for the media to ask: Where's Steve? Of course there are other reasons why we experienced web based announcements today. Apple could consider this upgrade as extremely minor relative to other upcoming announcements. Think iPhone, future tablet and netbook (a word my Mac dictionary doesn't even know). Why distract the media during a media event that's pretty hum drum and evolutionary vs revolutionary. Maybe the Apple mantra has become "Cool and sexy = Media event". Today's product announcements were not sexy enough to bring up the curtain on a stage, but they are important steps forward in keeping current.