People get much more excited about "mysterious" future news than they do about facts being revealed. The former lends itself to speculation that is almost always widely more awesome than the actual reveal turns out to be.
Indeed, and Apple are masters of the "hint, announce, release" process. With the right timing, and a rabid fanbase, the same product can easily dominate the news three times in a year.
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People get much more excited about "mysterious" future news than they do about facts being revealed. The former lends itself to speculation that is almost always widely more awesome than the actual reveal turns out to be.
Indeed, and Apple are masters of the "hint, announce, release" process. With the right timing, and a rabid fanbase, the same product can easily dominate the news three times in a year.