Wired's Brian X. Chen and Dylan F. Tweeney put forth an argument that the big event in San Francisco less than 12 hours away is not really going to be about a gadget although it may well be part of it. The entire idea would be about content creation. The majority of discussions and speculations have been about what gadget will Apple reveal next, but often, an idea or a concept behind the product is more important than the gadget.

Also, Brett McGuire summed up Apple, Inc. pretty well:

"There's a fairly solid argument that Apple is no longer a consumer electronics company, but a new media company providing the complete experience, platform and content, in a closed quality controlled ecosystem."