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Yes, there was an invitation. No, you weren't invited. Yes, you can watch it on YouTube. And, wait, what does "Peek Performance" mean?
It's all too easy for Apple, isn't it? Some junior creative gets to design these invitations and search a thesaurus for a suitable pun, while millions of people wonder what it all signifies. Because it always signifies something deep.
A mere invitation wasn't enough for Apple, however. Its latest SVP of marketing, Greg Joswiak, had to emit a little video on Twitter.
Hundreds of thousands stared at it and speculated.
Could this be colorful new Macs or even iPads? No, surely this was something to do with AR.
One erudite figure was convinced this could, perhaps, maybe signal the arrival of Apple Glasses. Because you see, he perceived "a slight, human wobble" in the camera movement within these few seconds.
That's the point of all this hype, though, isn't it?
It's trying to create a slight, human wobble.
It's trying to make you believe something astonishing -- well, at least intriguing or vaguely interesting -- is about to arrive, when the greater likelihood is that you'll see a few upgrades here, a few upgrades there and, only perhaps, a peek at something new.