Apple has scheduled a New York media event for later this month according to sources "close to" the iPhone maker. However, it won't see the launch of any new hardware - no iPad 3 or iTV for us, yet.
This may not be the most important announcement Apple makes this year, then, but the company never holds an event without due cause. So, what could it be about?
Apple's Eddy Cue is reportedly involved. He is the Senior Vice President of Internet Software and Services, dealing with things such as the iTunes Store, iBookstore and, of course, the App Store. As usual, Apple is refusing to comment on the rumour and speculation surrounding this mysterious event, but even a minor alteration to these core services could make a big impact on the market.
Apple's Eddy Cue, with former CEO Steve Jobs
What we'd ideally like to see is a loosening-up of Apple's approach to subscription services in the App Store. It's an all-too tight approach that's led to things like Onlive and games publisher Big Fish's subscription service being locked out to iOS owners - and it seems a shame from where we're standing.
Chances of Apple "chilling out" its App Store regulations are slim, but this is an announcement we'll be keeping a keen eye out for. A precise date for the January Apple event hasn’t been set, but we should know within the next couple of weeks.