From what I have understood of following the company for the past years is that it does not really bother satisfying tech blogs. So this is still weird behaviour for them.

I would not go to the extent of blatantly calling out an iPhone 4S to be announced but the following should add up to something:

1) Apple recommending journalists to personally come for the event 2) Already announcing what was widely believed by many to be the highlight of the show. Point to note is Apple had never before this announced the name. So to do it in a non grandeur way via a PR article is so not Apple.

Something is cooking. Can't really smell what it is though.