Listen, I'm just as eager to learn the details of what Apple will release at its fall event tomorrow , from new members of the iPhone 17 family to updated Apple Watch models. But right now what I really want are answers about just what Apple's "Awe dropping" invitation means, with its fiery logo and punny slogan. Sometimes the company's invites are clever but clear, yet this one has me stumped.

Why does Apple tease its events like this? Obviously, one reason is to encourage articles like the one you're reading. But also, in an environment where details about what's coming invariably get leaked ahead of time , it's a way to pique interest and add a sense of -- yes, I'm going to say it -- magic . It's no bombshell like Taylor Swift getting engaged , but we can still have fun sc

See Full Page