With less than a week to go until the Let Loose event on May 7, Apple is doing its best to build hype with a series of enigmatic promotional messages. In particular, the phrase “a different kind of Apple Event” has prompted widespread speculation about what we’re going to hear about, and how it’s going to be presented.
On social media, as spotted by The Apple Post, a number of sponsored posts have promoted the event. “We’re drafting up something special for you,” the messages read in some European users’ feeds. “Join us on 7 May at 3pm on apple.com for a different kind of Apple Event.”
Apple’s most recent event was also a little different, taking place at 8pm ET on October 30 and leaning into a spooky Halloween theme. It isn’t clear in what way this event will be “different,” but that hasn’t stopped the rumor mill from spinning.
We already know that the date and time of the Let Loose event are highly unusual. Apple hadn’t previously held a May event this millennium (WWDC came a month early in 1999), while 3pm London time–or 7am PT for U.S. readers–is far earlier in the day than normal. Combined with confirmed events in London and Berlin, this strange schedule has prompted speculation that there will be announcements of particular interest to European customers: the launch of Vision Pro outside the U.S., perhaps.
It’s believed that Apple will stick to the pre-recorded or ‘virtual’ style of event it’s been using successfully since the start of the pandemic, albeit with a possibly in-person component for hands-on sessions with the new products. But some pundits have wondered if the format could be different. The event’s apparent focus on the iPad and its artistic capabilities (hence the “drafting” pun in the promotional posts) might make it fun to have some or even all of the presentation in an animated style rather than the usual conventional live-action video. The animated Apple logos used in Tim Cook’s tweet about the event might hint at some of the styles that could be used for the event.
Whatever the company has planned for May 7 (and there is a distinct possibility it will be a low-key affair, with just new iPad Air and iPad Pro models and a new Apple Pencil) Apple is proving to be just as good as ever at manipulating the tech hype machine. Join us on the day as we cover all the announcements.