For the third time in two months, Apple will host a special invitation-only media event today to announce new products. The rumor sites predict new professional hardware and software, including new Power Macs, new pro photo software, and possibly new PowerBooks as well. We'll see.

The run-up to the annual holiday season is always packed with new product announcements, and it's easy for your media message to get lost. So far, Apple has successfully held the spotlight by keeping its products secret until launch day, and by announcing new products at well-timed, high-profile "events." It's like shock and awe for tech journalists.

If the goal is to keep Apple and its products in the public eye for as long as possible, and to build momentum coming into the holiday season, I'd say it's working.