Apple sends out invites for March 25 ‘special event’

Apple">Apple sent out invites to reporters this afternoon for a march 25 special event at the Steve Jobs Theater in Cupertino.

Reports have suggested that the company will focus its keynote on the content side of its business. The invite offers some pretty heavy-handed hints that the video content service will be on full display at the invite, mainly a film reel countdown timer that eventually reveals the phrase “It’s show time.”

Here's a gif of the animation pic.twitter.com/YD3QZLi9Kf

Matthew Panzarino (@panzer) march 11, 2019

Apple has been seeding a ton of TV shows and delivering plenty of announcements about the content that it has in the pipeline, but we’ve strangely heard quite little about the underlying platform or subscription that Apple has planned beyond media reports.

There’s also been some discussion about a subscription business for Apple News being announced here, but given the somewhat overt marketing references to the video service, the news product might either not be quite ready or could be on the back burner. Speaking of back burner, hardware announcements feel unlikely though AirPower and a second-generation AirPods feel long overdue.