Apple set the online rumour-mill aflame yesterday by announcing... an announcement.
Both the Apple.com and iTunes homepages were plastered with this slogan: 'Tomorrow is just another day. That you'll never forget.' with promise of "an exciting announcement from iTunes" at 3pm GMT today.
As we reported earlier, there are rumours that Apple has done a deal to bring the Beatles to iTunes
However, there could be more to today's announcement. MacRumors has spotted a reference to 'iTunes Live Stream' in the code for the latest version of the iTunes desktop client (10.1).
There is more speculation that today could see an announcement about Apple's long-rumoured cloud music service - at least a way for people to store their music on Apple's servers and stream it to other devices.
Piper Jaffray analyst Gene Munster - always reliable for a prediction at times like this - things there will be a cloud announcement, but not a Spotify-style streaming music subscription service.