What’s the meaning behind Apple’s cryptic product launch invite?

Everyone is wondering what the golden circle means…

Invitations to Apple’s latest big product launch were sent out late last week and they are unsurprisingly short of detail.

The company is known for being secretive about its projects and leaving cryptic hints in its teasers which request the media “join us for a special Apple event”.

This year, everyone is wondering what the gold circles on the minimalist invitation mean, with speculation rife across social media.

Most people seem to believe it’s a clue about the shape of a product – with the Apple Watch as the main suspect.

Looking at the RSVPs going out to popular folks and I’m just trying to decipher what it means.
I’m leaning towards a round watch face. Thoughts? pic.twitter.com/1E5DZtKB1d
— Adam (@govan_adam) August 31, 2018

Oh, a round Apple Watch. Ok.
— Oppressed (@OppressedHS) August 30, 2018

The symbolizem is crazy, clearly gold is the focal point meaning added to the new X. The circles meaning heavier emphasis on the health aspects or rounded Apple watch. I'm taking off from the pt gig pic.twitter.com/79EVUEBFsN
— Rapheal De La Washed (@bigpop87) August 31, 2018

Circular iPhone. Calling it now. pic.twitter.com/WOtlQsF0bE
— Joanna Stern (@JoannaStern) August 30, 2018

Some people think it is simply a reference to the company’s new Apple Park headquarters in Cupertino, California.

For the people who have not been at Apple Park yet here is one of the T-shirt’s you can buy with the same logo on the invite pic.twitter.com/g06616xiTC
— Carolina Milanesi (@caro_milanesi) August 30, 2018

I saw that as just representing Apple Park pic.twitter.com/hJJaabVZd8
— John Kelly (@johnke) August 31, 2018

Meanwhile, others have less serious ideas about the secrets of the circle.

The Apple invite is only a view from the top.
I got a special invite that shows it from the front, back and side: pic.twitter.com/OCZnWTfZ3T
— alfred ? (@alfredwkng) August 30, 2018