Surprise: Apple event on Halloween Eve!

Or not: Weirdly, the invite spoils revelations

As rumored yesterday, Apple will hold a surprise “Scary Fast” event at 5 p.m. Pacific on Halloween’s Eve — next Monday, October 30.

But there are two strange things about the announcement today:

  1. The timing: I can’t remember an Apple event so late in the day, ever. Apple’s events are always held in the morning. An event at 5 p.m. is very unusual. Perhaps Apple wants lots of regular working stiffs to tune in, and is hoping that staging the event outside normal working hours would help? The event is at 8 p.m. in New York — which seems a good time for East Coasters — but midnight in London, which is way past everyone’s bedtime. Plus the event stream is available on demand anyway. Or maybe it’s because it’s Halloween and Apple wants to hold it in the dark? I’m stumped.

  2. The other unusual thing is that the invite totally gives the game away. Apple’s website page for the event shows the Apple logo morphing into the Mac Finder. You don’t have to be a genius to figure that one out. Apple’s invites are always super cryptic. Half the fun is decoding the invites for nonexistent clues. This is a massive spoiler — and it’s coming from inside Apple’s HQ!

But what Macs exactly will Apple likely reveal? Hit this link to find out!

Also in today’s newsletter:

— Leander Kahney, EIC.

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One more thing ...

It took us three years to build the NeXT computer. If we'd given customers what they said they wanted, we'd have built a computer they'd have been happy with a year after we spoke to them - not something they'd want now.

— Steve Jobs, 1988.

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