Ever been to an Apple store? A low ceiling is a killer if you expect a lot of people. Besides, perhaps it will be two stories? As has been suggested already, I am thinking it will be a demo area. Carplay , homekit and health kit. This event is a HUGE marketing event so it is important that the journalists get to really play with the goods. One thing is just to report on what is said, another is to report on demos and first hand experience.