Rarely is it newsworthy when unnamed sources claim that a company is going to announce something later this month.

But when the company is Apple, ears tend to perk up.

According to AllThingsD, the tech giant is “planning an important—but not large scale—event to be held in New York at the end of this month that will focus on a media-related announcement.”

How’s that for specificity?

The site credits sources close to the situation, and says that it’s not going to be related to the iPad 3, which will allegedly debut some time in 2012. AllThingsD speculates that the announcement will involve advertising or publishing.

In other words, don’t get too excited.

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