Rumor: Apple might rent out new San Francisco space for iPhone event
Piecing together clues about a "mysterious" week-long trade show at the Bill Graham Civic Auditorium in San Francisco, a report on Monday suggests Apple might have rented out the massive space for its annual iPhone event.
While local publication Hoodline was unable find any hard evidence leading back to Apple, and could only confirm with staff on the ground that preparations were being made for a "private event," digging through San Francisco Planning Office documents did yield a few tantalizing clues that seemingly jibe with an upcoming iPhone announcement.
For example, the venue is being rented out from Sept. 4 through Sept. 13, ample time for Apple to make indoor and outdoor building preparations like installing product banners, demo tables, AV system improvements and more. In addition, documents show plans to replace or modify four building windows facing Grove Street with 15-foot logos shaped in what appears to be a warped star. Looking at mock-up drawings, an Apple logo would indeed fit well over a subframe shaped to support a five-pointed star.
As noted by the publication, the event's dates conflict with the Labor Day weekend, an unusual choice for a trade show. Whatever the case, logistical concessions for a large gathering are already underway, with power generators taking up a lane of parking spaces. SFPD and private security guards are also stationed outside the auditorium.
The Bill Graham Civic Auditorium can hold 7,000 people, much more than Apple's most recent venue selections at Yerba Buena Center and Flint Center, which seat a respective 1,470 and 2,400 people.
Apple traditionally unveils its annual iPhone refresh in early September, a date quickly approaching. Last year, for example, the company sent out invitations for a Sept. 9 iPhone 6 debut on Aug. 28. Held at Cupertino's Flint Center, the 2014 event was jam-packed with new product announcements, including the unveiling of Apple Watch, for which Apple built a special building annex to host attending media.
This year Apple is expected to debut next-generation 'iPhone 6s' and 'iPhone 6s Plus' handsets, while reports suggest new Apple TV hardware might also make an appearance.
While local publication Hoodline was unable find any hard evidence leading back to Apple, and could only confirm with staff on the ground that preparations were being made for a "private event," digging through San Francisco Planning Office documents did yield a few tantalizing clues that seemingly jibe with an upcoming iPhone announcement.
For example, the venue is being rented out from Sept. 4 through Sept. 13, ample time for Apple to make indoor and outdoor building preparations like installing product banners, demo tables, AV system improvements and more. In addition, documents show plans to replace or modify four building windows facing Grove Street with 15-foot logos shaped in what appears to be a warped star. Looking at mock-up drawings, an Apple logo would indeed fit well over a subframe shaped to support a five-pointed star.
As noted by the publication, the event's dates conflict with the Labor Day weekend, an unusual choice for a trade show. Whatever the case, logistical concessions for a large gathering are already underway, with power generators taking up a lane of parking spaces. SFPD and private security guards are also stationed outside the auditorium.
The Bill Graham Civic Auditorium can hold 7,000 people, much more than Apple's most recent venue selections at Yerba Buena Center and Flint Center, which seat a respective 1,470 and 2,400 people.
Apple traditionally unveils its annual iPhone refresh in early September, a date quickly approaching. Last year, for example, the company sent out invitations for a Sept. 9 iPhone 6 debut on Aug. 28. Held at Cupertino's Flint Center, the 2014 event was jam-packed with new product announcements, including the unveiling of Apple Watch, for which Apple built a special building annex to host attending media.
This year Apple is expected to debut next-generation 'iPhone 6s' and 'iPhone 6s Plus' handsets, while reports suggest new Apple TV hardware might also make an appearance.
Comments
No clue, but even for the iPhone 7,000 journalists sounds extremely rich. If this rumor has merit (and so far I only think it has some, because who else would rent a place this big at this time), there must be something else?
Are you saying you think there'll be "one more thing"? Can't be, or they'll have to pay fees to Swatch!
Apple will not use the "one more thing" phrase this time ....
I think they will go for "1 more thing"
Are you saying you think there'll be "one more thing"? Can't be, or they'll have to pay fees to Swatch!
Whatever. Unless it is "Dre performs his new album front to back" and "Iovine reads Nietzsche"... I might be fine :-)
Whatever. Unless it is "Dre performs his new album front to back" and "Iovine reads Nietzsche"... I might be fine :-)
Oi... Iovine reads Nietzsche would be painful, I think. He's nice to listen to when he's relaxed, but when he starts speaking formally he seems to get this odd cadence to his speech and an almost Christopher Walken-like "emPHAsis" to his words.
simultaneously
No clue, but even for the iPhone 7,000 journalists sounds extremely rich. If this rumor has merit (and so far I only think it has some, because who else would rent a place this big at this time), there must be something else?
yeah.. doesn't make sense. this is an off year for the phone. force touch isn't that big a deal.. it's a major change, but not worthy of +5000 seats. apple TV doesn't warrant extra seats either..
this is invite only, right - who's getting the other invitations... entertainment press?
... Two more things ...
Boom, Boom!
Don't forget that the SEC and senators like Al Franken need to be there so they make sure Apple isn't doing anything illegal¡
There's a good chance the AppleTv does a lot more than TV.
Yeah ... But even if Apple does something illegal -- it doesn't matter because SF doesn't enforce Federal laws!
John C. Dvorak was on This Week In Tech with Leo Laporte on Sunday. He said he went to dinner with Burt Monroy (sp?) an Apple old timer, who still works there, and Monroy's wife told John that "later this year you're gonna have plenty to write about and it's gonna be hilarious".... referring to some upcoming Apple product announcement. Dvorak interpreted the comment as being that Apple would announce a product that he would be able to [B]ridicule[/B].
This I find intriguing.
What about a 'spoiler' event put on by the Competition? Just to take the press away from the iPhone launch.
Any reduction in press coverage could hit Apple hard in the pocket and depress the share price even more.
A 'Meh', 'so what' event from Apple is just what the others in the market want. Because of the time we are in the product cycle then most of the tech press already know that. Besides many of them just take the press release and put a wrapper around it. They really don't need to be there.
Having an alternative shindig to attend would give them something new to write about.
Just a thought.
Take press away from an Apple event? Good luck.
A company would have to be crazy to have an event on the same day as an iPhone event.
It's even crazier to think anyone from the media would cover that instead of an iPhone event.
I see what you're saying... but Apple events have their own gravity. It's a press phenomenon. So it would be wise to not have an announcement anywhere near an Apple event.
Unless you're announcing bad news.. in which case you do want it to be forgotten.
He's still alive and spreading his "journalism"?