This is what we know for sure: Apple computer chief executive Steve Jobs will walk onto the stage of the Moscone Centre, San Francisco, at 9am (5pm GMT) today, Tuesday.
He is likely to be wearing blue jeans, a black polo-neck top with rolled-up sleeves, and spectacles. He may have had a haircut especially for the occasion.
What happens beyond that is anyone’s guess — and almost everyone is having a guess.
The Macworld conference floor, rumour websites and — of course — the press room, are abuzz with speculation about the new Apple goodies that Mr Jobs may introduce in his keynote speech.
Speculation about the speech, to be delivered to an audience of thousands, is more intense than ever this year, because Apple’s next move is not that obvious. In the background is the worst possibility of them all for the Mac gossip machine — a scenario in which Apple does not announce anything at all.
Apple carefully cultivates that mystery by refusing to comment on possible developments — or lack of them.
But why should we care about what this niche player has to say? The fact is that Jobs’ speech remains an important event in the computer industry, carrying a weight disproportionate to Apple’s modest 3% share of the worldwide personal computer market.
Apple has a tendency to announce industry-leading innovations at these twice-annual shows, meaning that the PC world listens with almost as much interest as the Mac faithful.
Over the years there have been plenty of surprises for them all to enjoy, from the first iMac in 1998 to the introduction of WiFi equipped laptops years ahead of the rest of the industry.
So what will we see later today? Opinion is building that Apple has to announce at least one big product. Otherwise, the headlines will be dominated by the charges that the organisation is expected to levy on new versions of its previously free digital media applications.
Pundits hold out most hope for a new ”digital lifestyle device” — most likely a new iPod, an update to the MP3 player unveiled by Apple in late 2001. The new model, it is claimed, will have a larger colour screen and will also be able to play movies.
And with Apple having just announced a new version of its iCal calendaring software and version 1.0 of its iSync synchronisation software, it seems reasonable to expect that the new iPod will also feature improved personal digital assistant (PDA) functions.
Some observers — and this is where things take another step away from informed rumour and move towards wish-list fantasy — are also hoping for Bluetooth and WiFi capabilities in the new iPod, with a mobile phone built in.
Analysts, it is claimed, have already been briefed on an ”iPod 2”, and the larger form-factor of such a device could also explain persistent recent rumours of a Mac tablet computer.
We know for sure that Apple is keen on Bluetooth, the wireless way to connect devices together.
The Mac OSX operating system beat Windows for built-in Bluetooth capabilities last year, and it seems likely that new Apples will soon have Bluetooth available as a built-in option in the same way that WiFi is available today.
Staying on the wireless theme, Apple could also use the speech to announce an upgrade of its WiFi kit to the 802.11g technology (the current standard is 802.11b), which will lift data speeds to a whopping 54Mbps.
In addition, there are strong suggestions that Apple will reveal that it is moving to the fast Firewire 2 standard to physically connect devices to its machines. But, and this is where things get contradictory, the rumour mill suggests that we should not expect new computers to be announced today.
Dealers say Apple must first clear an inventory backlog: expect new Mac models, with Bluetooth, Firewire 2 and modest upgrades to specifications, to be announced later this month instead.
A revamp of the company’s digital media applications seems likely. Apple is set to offer enhanced versions of applications like iDVD and iMovie, but only in exchange for a fee of $50 – a move unlikely to be popular.
Whatever is eventually announced, the crowds flocking to the Moscone Centre ballroom will remember this Macworld for the keen sense of anticipation, and all the speculation, surrounding it.
Gossip is clearly now as much part of the Macworld experience as Mr Jobs’ polo-neck and faded jeans.- Guardian Unlimited Â