"Been on the books for months" my a$$. It may have been, but the timing of the announcement is far from coincidental.
Not that it will help them actually sell Zunes, but it will help "enhance the brand awareness."
I think it's a great sign of Apple's recent successes that people are trying to steal its thunder every time Jobs does one of these media events. It's a nod of respect to them, in many ways. Much like the increase in frivolous lawsuits, it's a clear sign that the company is dominating some important markets.
You don't hear a lot about Sony or Microsoft getting sued over their music players these days.