Apple fans hoping for first glimpse of new iPad

Today sees the much-discussed launch of Apple’s iPad 2, the successor to company’s popular tablet product. Or at least, that’s what Apple is expected to unveil at an event it has organised for this afternoon.

True to form, the company has steadfastly refused to confirm or deny anything other than the fact it “is hosting an event”, fuelling the kind of “self perpetuating speculation” a leading technology journalist has called: “the golden key to its success”.

“Apple almost doesn’t need to do any promotion because we are locked into a cycle. I would imagine there is some managed, strategic leaking of information going on. There are also things that leak from third party manufacturers, such as cases with holes for camera lenses which fuel speculation,” said Martin Bryant, European Editor of technology website The Next Web.

Apple launches are typically hotly-anticipated affairs with hysteria whipping-up among the Californian company’s die-hard advocates often months in advance, despite Apple’s strictly adhered-to policy of refusing to release any details.

Bryant said: “The wall of silence adds to the anticipation and the excitement that surrounds an expected Apple launch. It is self perpetuating: the less the company says, the more people want them to speak and the more the attention to the announcement they eventually make grows.” But he admitted that he did not know how long that kind of interest would last.

He added: “Certainly in terms of technology, a lot of announcements happen without any notice so that all of the bloggers get the information at the same time, creating a burst of excitement as they all rush to cover it at the same time.” An Apple spokesman refused to comment further.

Life and Style
ebookNow available in paperback
ebooks
ebookA delicious collection of 50 meaty main courses
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
SPONSORED FEATURES
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Gadgets & Tech

    Recruitment Genius: IT Support Engineer - 2nd & 3rd Line

    £25000 per annum: Recruitment Genius: The IT Support Engineer is needed to ass...

    Recruitment Genius: Junior / Mid Software Developer

    £22000 - £30000 per annum: Recruitment Genius: This is an exciting opportunity...

    Recruitment Genius: IT Service Desk Manager

    £35000 - £40000 per annum: Recruitment Genius: A great opportunity to join a p...

    Recruitment Genius: Graphic and Motion Designer

    Negotiable: Recruitment Genius: Do you get a buzz from thinking up new ideas a...

    Day In a Page

    The long walk west: they fled war in Syria, only to get held up in Hungary – now hundreds of refugees have set off on foot for Austria

    They fled war in Syria...

    ...only to get stuck and sidetracked in Hungary
    From The Prisoner to Mad Men, elaborate title sequences are one of the keys to a great TV series

    Title sequences: From The Prisoner to Mad Men

    Elaborate title sequences are one of the keys to a great TV series. But why does the art form have such a chequered history?
    Giorgio Armani Beauty's fabric-inspired foundations: Get back to basics this autumn

    Giorgio Armani Beauty's foundations

    Sumptuous fabrics meet luscious cosmetics for this elegant look
    From stowaways to Operation Stack: Life in a transcontinental lorry cab

    Life from the inside of a trucker's cab

    From stowaways to Operation Stack, it's a challenging time to be a trucker heading to and from the Continent
    Kelis interview: The songwriter and sauce-maker on cooking for Pharrell and crying over potatoes

    Kelis interview

    The singer and sauce-maker on cooking for Pharrell
    Refugee crisis: David Cameron lowered the flag for the dead king of Saudi Arabia - will he do the same honour for little Aylan Kurdi?

    Cameron lowered the flag for the dead king of Saudi Arabia...

    But will he do the same honour for little Aylan Kurdi, asks Robert Fisk
    Our leaders lack courage in this refugee crisis. We are shamed by our European neighbours

    Our leaders lack courage in this refugee crisis. We are shamed by our European neighbours

    Humanity must be at the heart of politics, says Jeremy Corbyn
    Joe Biden's 'tease tour': Could the US Vice-President be testing the water for a presidential run?

    Joe Biden's 'tease tour'

    Could the US Vice-President be testing the water for a presidential run?
    Britain's 24-hour culture: With the 'leisured society' a distant dream we're working longer and less regular hours than ever

    Britain's 24-hour culture

    With the 'leisured society' a distant dream we're working longer and less regular hours than ever
    Diplomacy board game: Treachery is the way to win - which makes it just like the real thing

    The addictive nature of Diplomacy

    Bullying, betrayal, aggression – it may be just a board game, but the family that plays Diplomacy may never look at each other in the same way again
    Lady Chatterley's Lover: Racy underwear for fans of DH Lawrence's equally racy tome

    Fashion: Ooh, Lady Chatterley!

    Take inspiration from DH Lawrence's racy tome with equally racy underwear
    8 best children's clocks

    Tick-tock: 8 best children's clocks

    Whether you’re teaching them to tell the time or putting the finishing touches to a nursery, there’s a ticker for that
    Charlie Austin: Queens Park Rangers striker says ‘If the move is not right, I’m not going’

    Charlie Austin: ‘If the move is not right, I’m not going’

    After hitting 18 goals in the Premier League last season, the QPR striker was the great non-deal of transfer deadline day. But he says he'd preferred another shot at promotion
    Isis profits from destruction of antiquities by selling relics to dealers - and then blowing up the buildings they come from to conceal the evidence of looting

    How Isis profits from destruction of antiquities

    Robert Fisk on the terrorist group's manipulation of the market to increase the price of artefacts
    Labour leadership: Andy Burnham urges Jeremy Corbyn voters to think again in last-minute plea

    'If we lose touch we’ll end up with two decades of the Tories'

    In an exclusive interview, Andy Burnham urges Jeremy Corbyn voters to think again in last-minute plea