On Wednesday Apple said that next week they're going to announce some wonderful new non-Mac device, and that started the rumor mills running. Everyone is trying to guess what it is, and some of those guess sound pretty cool. So, does Apple run the risk of disappointing fans when the actual device is no where near as cool as what the fans dreamed up? Apple (and, particularly, Steve Jobs) loves to make "surprise" announcements that build up buzz and get everyone excited. However, in doing so, they run the risk of building up too much buzz for a product that isn't necessarily buzz-worthy - and that could alienate customers. Of course, I don't think anything could alienate the MacFaithful, who seem to believe anything that Steve Jobs likes is worthy of being revered as the greatest thing ever.
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