During the last week of August, Apple issued its media event invitations to a number of influential publications and news outlets. The company kept with its aura of mystery and intrigue, printing “9.9.2014 We wish we could say more,” on the minimalistic invitations. This pithy message is hardly surprising – Apple media event invitations are generally sparse when it comes to the details. However, these invitations contain something unexpected. Apple will be hosting their upcoming media event at the Flint Center for the Performing Arts in Cupertino, rather than the usual Yerba Buena Center in San Francisco.
Changes to the Flint Center
People walking by the Flint Center in Cupertino might wonder what’s going on behind the scenes. After all, a large white box barricade prevents you from seeing what’s being constructed at this site. Apple’s definitely up to something at this venue, but it’s currently blocked from public view. The venue change to the Flint Center for this year’s media event is particularly noteworthy, due to the increased audience capacity. The Yerba Buena Center, which can accommodate about 755 people according to their theater’s technical specifications. However, the Flint Center’s maximum seating capacity can accommodate over three times the usual Apple event audience with 2,300 seats. These astonishing numbers indicate that Apple is thinking big with their forthcoming September 9th media event. Due to the increased seating capacity, many Apple fans speculate that this won’t be an ordinary product announcement.
In fact, The Loop points out that this isn’t the first time Apple’s hosted an event at the immense Flint Center. Three products have been unveiled at this venue, including the launch of the Apple Macintosh in 1984 – the one hinted at by the groundbreaking Super Bowl ad. The Bondi Blue iMac and the iMac SE were the second and third products revealed to the public at the Flint Center. With a history like this, it’s no surprise that this upcoming Flint Center event is drawing significant buzz.
A History of Secrecy
Apple’s drives a special mystique at product announcement events, using teaser event taglines, curtains, and puzzling invitation images to spur discussion and curiosity. It’s no wonder that Apple stock prices spike before these media events. Investors can’t help but get caught up in the excitement. If you think that Apple’s tagline for the upcoming event is compact, just take a look at their previous invitations. Before the launch of the first ever iPhone, the media invitations read, “The first 30 years were just the beginning. Welcome to 2007.” The design for these invitations is particularly compelling. A backlit Apple logo is the focus of the invitation. Light leaks out from behind it, like a sun waiting to rise. What a way to lead up to an epic product launch. This tech company thoroughly understands how to get audiences amped up without giving away product surprises.
So far, little is known about what will be announced during the September 9th Apple media event. Of course, the next generation iPhone model seems like a no-brainer, but there’s also speculation surrounding an updated Lightning cable with a new reversible USB plug. However, time will only tell. We’ll have to wait until Apple officially showcases their new products during the Flint Center event.