It is possible that there were a few things they wanted to announce in September that just weren't finished yet, and they still want to get them out in time for that end-of-the-year-shopping-thing. Still, the tag line indicates they just want to talk about games and stuff. If that's the case, then who cares? Doesn't seem media worthy to me.
There is also the case that Apple may be working behind the scenes to push some apps that will get a lot of attention and suddenly start selling really well, which doesn't hurt Apple's bottom line.
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