New York: Technology giant Apple is expected to make an "important" announcement at an event the company is planning here later this month, according to a report.
A report in `All Things D` said the Apple event in the city will not be about a new version of the iPad tablet or its TV venture, though the event is sure to set the rumour mill spinning that the company will introduce another blockbuster product.
"Apple 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," the report said.
Sources in the report said the event is not related to an upcoming version of the iPad 3 or the rollout of Apple`s interactive TV initiative, with such events traditionally held in Silicon Valley.
The New York event could be about "some kind of advertising or even publishing announcement", the sources said.
Apple Senior Vice-President of Internet Software and Services Eddy Cue is reportedly involved in the event.
Cue is in charge of Apple`s media units, including the iTunes Store, App Store, iBookstore, as well as iAd and its iCloud services.
Apple recently opened a massive new retail store in Manhattan`s Grand Central Terminal and is renovating its flagship glass cube outlet on Fifth Avenue.