With news circling of an event from Apple's iTunes - the marketing machine that is Apple has gone into overdrive.
Talking up big and not delivering is much easier than talking up big and actually delivering something that has people talking - after all, saying it's a day you'll never forget is pretty big, but it IS Apple we're talking about.
Could it be the cloud-based service we've been waiting for?
Could it be an iOS world without syncing to the bloated iTunes software?
Could it be the lacklustre addition of the Beatles catalogue?
Whatever it is - Apple have promised us we'll never forget it.