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Apple planning mysterious event in New York

2012 is now upon us, and Apple is keen to get the New Year off to a flying start. The tech giant is reported to be holding an event at the end of January.

Apple is being typically coy about the nature of this event, but it is rumoured to be “important but not large-scale.”

That’s according to US-based tech website AllThingsD, which has cited sources “close to the situation” in its report.

No iPad 3 or Apple TV details

The revelation has got the tech world buzzing with rumours and speculation. Could it be some juicy iPad 3 details? Or maybe some more info on an Apple TV product?

Both of these are expected in 2012, but this event is very unlikely to be concerned with hardware. How do we know this?

Well, for the last five years Apple has unveiled new hardware in an event on the West coast of the US but this event is being staged in New York City, leading most to believe it is an advertising or publishing related announcement.

And there are several other reasons to think this is the case. Firstly, Eddy Cue, Apple’s head of internet software and services, is said to be involved in the event.

Apple software announcement

Eddy Cue is a big player in the Apple company, heading up the iTunes Store, the App Store and the iBookstore, as well as Apple’s iAd and iCloud services.

Also, the fact that it is being held in New York City – America’s publishing media and advertising capital – is another clue to nature of this event.

So what can we expect from the event? The signs point to a possible change in the nature of Apple’s advertising techniques and strategy, or perhaps a digital publications shake-up.

Whatever the case may be, Apple is not one to rest on its laurels for too long. So expect something new and exciting, just not hardware.