It has been reported that confidential boxes marked “Do Not Open” were delivered to Apple Stores around the world, and October 8 is viewed as the day preparations will begin to replace the in-store displays. While the new product announcement event on the 13th is considered the leading possibility, developments in Japan have not been confirmed.
According to reports from overseas media, confidential boxes were delivered to Apple Stores worldwide around the end of September, and are said to contain promotional materials. The boxes do not appear to have been opened at the stores yet.
Installation of new displays is expected to begin on October 8, and many reports view the 8th as a day for display preparations rather than the announcement date. While the event scheduled for the 13th is considered the leading possibility, whether invitations have been issued remains unconfirmed and is attracting attention.
The boxes are believed to contain promotional materials for new products, with changes such as wall displays for visual merchandising and updated product labels expected. Some reports suggest that changes to display areas for smart home products may be the main focus.
The 3 products reportedly set to be announced on the 13th are a smart home hub, HomePod mini and Apple TV 4K, with new features centered on Siri AI expected to be a key focus for all of them. At present, the hub is thought to require a display area where visitors can actually interact with it, and is expected to be the main focus of the display replacement.
It is unknown whether boxes have been delivered to stores in Japan, and developments in Japan have not yet been confirmed. If the announcement takes place on the 13th U.S. time, activity in Japan is expected from the afternoon onward, and one report says it may be prudent to consider purchasing current models after the announcement.