iCross the Road

Why did the punters cross the road? 
Because Apple told them to. 

Getting to the other side is no longer a necessity. 
It's a lifestyle. 

Launching live from Cupertino, California on Friday 16th October at 7 PM PST: iCross the Road 

With a smug bollix in business casual gear standing in front of a giant screen. 
And a parterre of easily impressed junior journalists wetting themselves at the thought of boring everyone silly in their entourage for the next month with the meticulous description of the content of the goody bag they got at The Launch. 

Apple's core competency? Creating frenzy around mass-produced electronic goods.