Apple Confirms Its ‘Let Us Loop You In’ March 21 Event

Apple Chief Executive Tim Cook gestures as he unveils the Apple Watch during an Apple event at the Flint Center in Cupertino
Apple Chief Executive (CEO) Tim Cook gestures as he unveils the Apple Watch during an Apple event at the Flint Center in Cupertino, California, September 9, 2014. REUTERS/Stephen Lam (UNITED STATES - Tags: BUSINESS SCIENCE TECHNOLOGY) - RTR45LGF
Photograph by Stephen Lam — Reuters

As expected, Apple will hold a special press event on March 21.

The company sent out invites on Thursday, saying the event will be held at 1 p.m. ET on March 21. The invite included a cryptic message, saying “Let us loop you in.”

Rumors had been swirling for weeks that Apple would hold its first event of the year on March 21.

While Apple (AAPL) did not provide any more context on its cryptic comment, it suggests that some of the rumors surrounding the long-anticipated event might be true. For one, reports have been swirling that Apple is planning to launch new wristbands for its Apple Watch, and the mention of “loop” seems to confirm it. In addition to new wristbands, the company has been rumored to be working on a new, low-cost iPhone that would complement its higher-end iPhone 6s line. Apple might also unveil a smaller, 9.7-inch iPad Pro at the event.

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Apple holds major press events a few times a year, and each garners significant attention around the world. The events typically kick off with Apple CEO Tim Cook talking about his company’s latest achievements. He then turns the stage over to other Apple executives to showcase the company’s latest innovations across hardware and software. Apple held its last event in the fall, where it unveiled the new iPhone 6s line, along with the iPad Pro. The company also showcased some new Apple Watch accessories.

This time around, Apple’s event could present an opportunity for the company to focus on something other than its ongoing battle with the FBI over whether it should work with the law enforcement agency to help it gain access to the iPhone used by San Bernardino attacker Syed Farook. Over the last several weeks, much of the talk surrounding Apple has centered on the case, and the company’s executives, including Cook, have said that will not comply with a court order requesting Apple’s assistance in breaking into Farook’s phone.

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Unveiling a new iPad at the event could also help the company quell some unrest among investors over its lopsided business. Apple’s iPhone continues to be its main source of revenue and profit, and one of the company’s few growing segments. Apple’s iPad sales, meanwhile, have fallen off a cliff. Unveiling a new device to complement its iPad Air, iPad Pro, and iPad Mini, could be a way to bolster that operation.

Apple has remained silent on what it will announce at the March 21 event. For now, all we have is rumors, and as with anything Apple-related, they should all be taken with a proverbial grain of salt until the secretive company officially showcases its new products.

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