Could Apple Event Be a Non-Event?

Can you feel the buzz? It's once again all Apple, all day today. Even though we're a few hours away from Apple (AAPL) CEO Tim Cook and, if you're like me, you aren't near Cupertino for the festivities, you can still get a feel for things thanks to this little thing known as the Internet. Over the last few days, the thing formerly known as the World Wide Web has been rampant with specunews -- blogger speculation billed as news designed to catch eyeballs -- ahead of today's Apple event. Over the years, these events have become filled with hype to the point that if Apple merely delivers fantastic devices and sought-after iOS updates, it may not be enough. Therefore, let's get a handle on what the herd expects and game out what it might mean. A new iPhone model. Candidly, this is a given as Apple has essentially stuck with a new model each year since introducing the original iPhone. Over the last few days, we've heard more rumormongering about better processor speeds and camera -- pretty much a given with each upgrade cycle. While the newer models will be positives for legacy suppliers such as Skyworks (SWKS), Qualcomm (QCOM), Qorvo (QRVO), Broadcom (BRCM) and others, the potentially new feature dubbed 3D Touch that works with a taptic engine would be the distinguishing feature of the new model. If this plays out as the specunews suggests, it would mean other smartphone vendors would rush to offer competing features much the way they scrambled to bring fingerprint recognition technology after Apple brought Touch ID to the iPhone 5s. That would be a boon to haptic company Immersion (IMMR), which already counts Samsung, Motorola, LG Electronics, Fujitsu, NEC, Xiaomi, Huawei and Toshiba as mobile device customers. Apple TV. While there are those who thoroughly enjoy their Apple TV, including me, there are those who see the device as nothing more than a hobby for Apple, at least in its current iteration. Rumors have been building over the last several weeks about a new Apple TV, including a new price ($150 vs. the previous $69), upgraded hardware, an Apple TV-specific app store and a gaming focus. Let's remember the invitation for the event featured the tag line Hey Siri, and this could very well mean Siri is integrated into the new Apple TV. Apple has long flirted with the gaming market -- just look at some of the top apps for iPods, iPhones and iPads -- but if the specunews is correct, this would plunge Apple headlong into competition with Sony (SNE), Microsoft (MSFT) and Nintendo. From my perch, a souped-up Apple TV improves Apple's position in the living room, one of its relatively weaker areas in what I call the connected society. The teardown of the third-generation Apple TV showed components from Hynix, Broadcom and Texas Instruments (TXN), but if Apple does make a gaming go with the new Apple TV, it would mean incorporating higher-end graphics chips in the new box. While some may be quick to think this is good news for Nvidia (NVDA), I'd have to remind you that Apple's own chip sets have been handling such capabilities. iPad Pro? Over the last few quarters, the iPad has been one of the sore spots in Apple's quarterly reports. Even so, Cook has remained upbeat about the tablet category. Apple recently announced a new partnership with Cisco Systems (CSCO) that builds on the enterprise-focused relationship with IBM (IBM), and I have to admit if the iPad was a tad larger with easier editing features, it could pose a threat to the notebook market. Over the last few years, Apple has held separate iPad events, and that could make any iPad Pro announcement either the one more thing or the one that failed to materialize. If Apple can address the form factor and editing shortcomings, something that it could be doing in iOS 9 with dual windows or split-screen views, we could have a business-friendly tablet on our hands. While we'll need to see it, this could mean trouble for Microsoft's Surface tablets as well as those from Samsung and Amazon (AMZN). Cook's updates. Let's not forget that before the new goodies and toys are unveiled, Cook will share a bevy of statistics and figures -- all of which tell us how great Apple is doing. With Apple Pay being launched just about a year ago and Apple Music just a few months ago, expect Cook to share some figures on these services. I'll have more as the Apple specunews becomes news later today.

Could Apple Event Be a Non-Event?

Here's what to watch for (no, not THAT watch) today as Apple unveils ... whatever.

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