Hasta La Creative!

Right now at apple.com/live/ there’s a real-time countdown clock ticking down the days, hours, minutes and seconds until 10 a.m. PT on Sept. 9, when Apple plans to launch its Next Big Thing (some sort of wearable tech is the prevailing theory). “Live video from our special event will be right here,” reads the text under clock.

You might almost get the sense that Apple is desperate to teleport to the future to escape the present — specifically, this awful week for the company when everybody kept talking about the “iCloud hack” in the notorious nude celebrity photo scandal. The iCloud brand has been tarnished, despite Apple’s insistence, via a statement posted on its website on Tuesday, that “None of the cases we have investigated has resulted from any breach in any of Apple’s systems including iCloud or Find my iPhone.”

The company insists that “After more than 40 hours of investigation, we have discovered that certain celebrity accounts were compromised by a very targeted attack on user names, passwords and security questions, a practice that has become all too common on the Internet.” All too common — in other words, Lay off, this is not just about iCloud. Nobody is safe!

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