As Tuesday's Apple event gets under way and journalists from all over the world are waiting with bated breath to see what Steve Jobs has to say, it's abundantly clear that the vast majority of people going and those who read the news, will be disappointed.
No, it's not because Apple will waste time or that all those people are Windows fanboys and want nothing to do with Apple. Instead, it's because Apple, unlike every other company in the technology industry, has created such a hype machine that unless it offers something major like a touch-screen Mac or a new iPhone, it'll disappoint even the most giddy fanboy.
See, the problem with Apple's success is that it's expected to keep up with it. How many times has the company announced a press event, carted Jobs onstage, who then announced a few minor upgrades, only to see less than shining press opinions later on because it wasn't "newsworthy" enough? Probably more times than we can count.… Read more