In what will surely be seen as a textbook case of Steve Jobs’ misdirection, Typophile has just learned of the reality behind today’s highly-anticipated and overly-speculated Apple product announcement.
While the analysts, entertainment industry and Apple enthusiasts are looking the other way, expecting new iPods and movie downloads, an anonymous source close to today’s presentation has leaked that the Cupertino-based company will release a new portable font management device.
“If music is the soundtrack of our customers lives, surely fonts are their voice.” claims our reputable source.
Steve Jobs will announce that this new device has been designed specifically for the design professional, one of Apple’s key customer segments. “Designers are being asked to be more mobile than ever, working from client sites, public transit, studio or home.” revealed our source. “This device will allow them to take their fonts with them so they’re always accessible no matter where the work demands.”
Sources who have seen the device report that it features a 3.5-inch touchscreen for easy font display and management.
Tight integration with Apple’s iLife and iWork products is expected with continued font support in iPhoto and iDVD, Keynote and Pages. Wireless capability is speculated but not confirmed, which would allow designers to initiate purchases and downloads directly from the new device.
The Apple Music Store is also expected to get a name change. The new Apple Media Store will allow for downloads of digital fonts in a move which is expected to revolutionize a floundering retail font market.
Internal sources have confirmed that the new device is close to Steve Jobs’ heart. The iconic black-turtlenecked Apple CEO has authorized the new product name personally. The Jobcase™ clearly affirms Steve’s well-known affinity for typography.
Phones are offline this morning at Apple’s International & Text Group.
—Late-Breaking Addition—
Sources outside San Francisco’s Yerba Buena Center for the Arts this morning are claiming that glimpses of a Jobcase interface can be seen through a gap in window graphics meant to obscure today’s announcement.
Join us at 10am PST for the exciting announcement. Tune into this thread and set your browsers to auto refresh.
