It’s become something of an April tradition: Shortly after Apple sends out the WWDC invitation, we all start trying to figure out what Tim Cook might be hiding up his sleeve. Like an optical illusion or a poorly-lit dress, we each interpret the conference logo and tagline in our own way, and by the time the keynote actually arrives, it’s been deconstructed to the point of absurdity.
But our guesses are most often wrong. Last year’s invite, for instance, with its rounded square motif and “Epicenter of change” teaser, seemed to clearly point to an overdue Apple TV refresh that opened up the platform to developers and paved the way for a subscription TV service. Instead we got Apple Music and the News app.