Apple will pull a surprise on us in the next week or so

Boy Genius Report had another hot scoop last night, only this one is about Apple. They’re reporting that Apple are in the middle of a big push to get training materials out to Apple Stores as part of some event for the 10th anniversary of Apple’s retail operation. Said anniversary happens on 19 May 2011.

BGR think this is a sign of a new product launch. I agree, but only because I know something no one else knows (at least it hasn’t hit the tech blogs yet). Apple will be at BEA 2011 next week as an exhibitor.

I hope you were sitting down for that; it’s that important.

I don’t know the last time that Apple exhibited at a trade show; they don’t even go to CES. In fact, I seem to recall that they’ve even skipped some of their own development conferences (correct me if I’m wrong, please).

My best guess is that Apple will be there as a surprise. I don’t know what it is yet, but this is trade show/conference related to ebooks, so that might give us a clue.

An Apple rep just emailed me and pointed out the corrections given to PaidContent, the first blog to pick up the story. The BEA listing for Apple has changed and no longer suggests that Apple are an exhibitor. Now the listing says that Apple will only be meeting with publishers privately.

I’d like to point out that Laura of PaidContent was told that Apple were a first time exhibitor, which she confirmed with the listing. It’s not my mistake, nor hers.

Nate Hoffelder

View posts by Nate Hoffelder
Nate Hoffelder is the founder of The Digital Reader. He has been blogging about indie authors since 2010 while learning new tech skills weekly. He fixes author sites, and shares what he learns on The Digital Reader's blog. In his spare time, he fosters dogs for A Forever Home, a local rescue group.


  1. Mike Cane16 May, 2011

    I wasn’t willing to connect those two dots because an announcement of something this week still doesn’t make any damn sense. I can’t find any buzz about anything anywhere. All I’ve got is the new trademark filing for iTunes Live. And I can’t see how that’s anything major requiring new stuff at their Stores.

  2. […] Nate Hoffelder ha trovato che lo spazio MR6053 prenotato alla BEA – BookExpo America (24-26 maggio al Javits Center di New York City) è di Apple. […]

  3. […] trade show profile, however, which makes every booth buy newsworthy. The Digital Reader, which broke the news of Apple's attendance, speculates that the rumors of Apple planning something special for Apple […]

  4. […] ??? ??? "????? ?????", ??? ? ?????? ????? ?? ???? ????. [tdr] ??? ???????????? ?????????? ???????: 10 […]

  5. […] to Nate Hoffeider at The Digital Reader for the tip about Apple’s appearance this year. It’s not immediately clear what Apple has in store […]

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