Apple's Mac event: More than just new models

Apple on Thursday is expected to unveil new Mac notebooks at the first event dedicated to its personal computer line since March 2015.

If Apple follows its well-worn path, company executives will trot out refreshed hardware and trumpet changes while slides on a big screen strut the new specs and prices.

But some analysts figured Apple may do more than that. Not a "One more thing" moment -- the Jobsian habit that always got cheers from partisans, and a practice that current CEO Tim Cook has sometimes copied -- but instead an explanation of the Mac, a new narrative for the personal computer, a revamped marketing message for the firm's lines.

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