Nah it really sounds like they going to announce the key locator thingy or something else.
I really hope that’s not the case. This is all just my opinion, so:
I see two types of people
1) The people who are satisfied, the majority, the average consumers. They don’t see much of an issue with Apples performance.
2) The people who feel like Apple is stagnating a bit when it comes to innovation, the critics, the nerds, us.
So the way I see it, there’s no point in choosing “by innovation only” if you want to address the first segment of the audience. The only thing you gonna achieve is that you’re gonna drive their attention, like an eye of Sauron, onto that aspect and make them realize, that they’re actually kind of lacking in that regards (assuming the best they will come up with is a solid but purely iterative update of their iPhone + a mildly useful tracker).
Therefore I personally believe that this strong phrase is either directed at the second segment, by introducing a MacBook, with an innovative redesign. It would fit the Pro terminology that will drive the while iPhone presentation, so there would be kind of a match thematically. It wouldn’t concern the first audience segment though, so maybe it’s gonna be more of a consumer device?
Or they could indeed introduce their first AR glasses. This would interest everybody and it would certainly be something new and innovative. But, with the complete abundance of rumors and supply chain leaks, these glasses would most likely be at least one year out of reach and therefore an unusually far look into the future.
If Apple indeed chooses to bore us this year, then I really don’t understand their reasoning behind creating specifically these kinds of expectations. Not only will they disappoint the 2nd segment, they will also run into the risk of disappointing the 1st one. Apple is a master at sales though, each word is carefully crafted, especially if its a 3 word tag line for their arguably biggest annual sales event. People WILL pay attention to exactly this aspect, even if it’s only subsconsious.
There are so many other strong catchphrases to hype people up with, but this is one you can choose once in a couple of years, so better make it count...
PS: Microsofts Surface event is right around the corner, and judging by the past there’s gonna be a lot of good innovation being presented. Also, Samsung is about to remind everybody that they’re the key innovator in foldable devices, useful or not aside. So the pressure is on.