At iTunes there's a note: "Tomorrow is another day. That you'll never forget."
The trending rumor, over at appleinsider.com, is that a streaming cloud component might emanate from that North Carolina production facility Apple built. That facility has reportedly doubled Apple's server farm capacity.
Of course, a streaming, cloud-based service would also feed into the AppleTV update they announced earlier this year. But that $99 piece of hardware is, supposedly, still just a pet project for Steve Jobs.
Meanwhile, Apple will try to build buzz about this announcement. Heck, maybe websites will take screen grabs and post them as an article teasing the whole... Guilty.