Valleywag (I know) is reporting a rumor (I know, I know) that Apple's (It's interesting, okay?) advertising agency commissioned the building of a fake Apple store on the Warner Bros. lot so they could film a secret commercial, inevitably something that will be announced next Monday. It's worth noting, as did Valleywag, Apple's willingness to keep their announcements a secret.
I wonder if Steve always knew the power secrecy would hold for product announcements or if it was something he picked up along the way as an unforeseen byproduct of his need to control product cycles? (I'm a post-iPod Apple watcher, so the '80s and most of the '90s in Apple history are hazy recollections of only slightly less hazy Slashdot discussions.)