From Silicon.com:"Apple is preparing a major announcement next week, dropping hints of something as critical to the company's future as the release of the original iPod in 2001. The company sent an invitation to reporters on Monday morning for a 'special event' being held on 7 September in San Francisco. The invitation reads: '1,000 songs in your pocket changed everything', referring to the release of the first 5GB iPod nearly four years ago. 'Here we go again.' As with any planned announcement from Apple, details are scarce and rumours are running rampant."

This is how to do PR. Steve Jobs learned from Regis McKenna well.