The yearly Apple Worldwide Developers Conference is always an event than engenders excitement, but this year things are set to be shook up harder than ever before, courtesy of a little device called the iPhone 5 – or, if Apple’s recent naming scheme holds true, “The New iPhone”. But despite Apple releasing their schedule for the event yesterday (with a couple of conspicuous, eyebrow-raising gaps…), there’s been no mention whatsoever of the elusive iPhone 5. They’re remaining extremely tight-lipped about the latest device; in fact, Apple representatives have thus far claimed the chief draws of the 2012 WWDC to be the unveiling of the iOS 6 and their new OS X, christened (or maybe just codenamed) “Mountain Lion”. With that said, the annual centrepiece of the event is the keynote speech, which was traditionally the domain of their late CEO, Steve Jobs – the image of him nonchalantly unveiling new hardware on-stage in his ubiquitous turtleneck sweater is practically synonymous with Apple as a whole. Despite his death late last year, new CEO Tim Cook is expected to take up his mantle on stage during the keynote, scheduled at 10am PDT on Monday the 11th of June. With more than 100 sessions to attend, it’s certainly going to be a busy event - which is why Apple has cleverly released a free application for the purpose of tracking session and lab attendance, provide dynamic feedback, and see where the disparate sessions are occurring, ensuring that attendees are able to manage their time at the event more efficiently. Given the power of Apple’s marketing, many of the attendees are guaranteed to possess iPhones, iPads, or even iPod devices with internet capability: they have effectively parlayed their marketing brand into a tool to aid their consumer base. Smart marketing has always been Apple’s real stock-in-trade, though. Whether dominating the online music business with their wildly successful iTunes software, or effortlessly cracking open the Smartphone market with the ubiquitous, omnipresent iPhone, Apple’s global brand is now of the strongest in the world – they trade on their image of minimalism and professionalism, but more than that, they trade on the image of the Apple lifestyle; iLife, if you will. (Or perhaps “LiFE”?) We can speculate on the many things that may be unveiled at the WWDC, but one thing’s for sure – the true centrepiece, keynote speech or no keynote speech, is going to be the way in which Apple unveils their products, not the products themselves.