Apple is holding an event on 16th October to unveil new iPads, and possibly some other bits and pieces.
But the invite they sent out for the occasion is causing a little more confusion than usual.
So what does it mean?
The consternation is focused around the tagline "It's Been Way Too Long" and the fact that Apple's last big event was held less than a month ago.
This oddity, combined with the presence of the colours hinting at Apple's old 'rainbow' logo has Apple experts speculating that we might be about to see something unexpected from the company.
Over at Daring Fireball, John Gruber says:
"Curious slogan, given that it can’t be a reference to how long it’s been since we’ve had an Apple special event. A reference to retina iMac displays, perhaps? … Wild guess: Perhaps the slogan suggests the return of Mac hardware in a variety of colors?"
At SixColors, it's suggested that the tagline might just be a joke.
"Is it a winking admission that the press was just in Cupertino for an Apple event last month? Is it a promise of updates to the Mac mini, which hasn’t been touched since 2012?"
Pocket-Lint, in its round-up of event rumours, suggests that we're likely to see refreshes of the iPad Air and Mini, possibly a new 12.9-inch model, but also possible refreshes to its oldest products. Apple TV is two years old at this point, while its displays are three years old.
NBC News adds that:
"Apple has a penchant for sending out cryptic messages that cause panic in certain segments of the population, in this case tech writers."
Apparently so. Also, jokes: