Why is Apple Trying to Crush All the Rumors Around its WWDC Keynote?

In what is an unprecedented move for Apple, the company this morning announced what it plans to announce during its keynote at the company’s Worldwide Developer Conference (WWDC) next week. Typically, these events are shrouded in mystery and the days ahead of the conference are ripe with rumors and speculations as to what will be announced and who will announce it. Not so this year. Apple didn’t just announce the obvious – that we will see a preview of iOS5 and OS X Lion, but also that it will indeed launch a new suite of cloud-based services under the rumored iCloud name. While the Apple Kremlinologists will continue to speculate whether the fact that  Apple announced that its “CEO Steve Jobs and a team of Apple executives will kick off” the event means that Steve Jobs is coming back from his medical leave or not, the fact that Apple pre-announced Jobs’ presence at the event is also unprecedented.

Setting Expectations

So why did Apple announce all of this? My personal feeling is that it’s all about setting expectations. Those who don’t follow tech news closely are likely still expecting to see the iPhone 5 (as the WWDC has traditionally been where Apple announced its newest generation of phones). Today’s announcement makes it clear (by omitting any reference to hardware in general), that we won’t be seeing a new iPhone at WWDC. In the past, speculations around new devices often got so far out of hand that the actual product had to be a letdown (what? no solar-powered iPhone?). Apple has been getting better at setting expectations lower through planned leaks, but it looks like the company is now also ready to be a bit more open about its plans for the immediate future.

Now that Amazon and Google are offering music lockers, it’s also likely that Apple wants to keep the buzz around its iCloud offering going for another week (Amazon stole some of that with its $0.99 Lady Gaga promotion). Apple’s offering will likely be more comprehensive than this, but a music locker will likely be the key feature of its new iCloud service.

Or: Setting up a Bigger Surprise?

On the other hand, this is still Apple. Maybe this press release is just misdirection and the company does have “one more thing” ready to go at WWDC (iPhone 4S? new Apple TV with apps?).

There are, of course, still lots of questions about what iCloud is really about (will it be integrated with iWork, for example?), what’s in iOS 5 and what unannounced features Lion still has in store for us. At least, however, the speculation will focus on this and not on new hardware.