Don't get too excited or you might lose control of yourself on the floor!
All that excitement only helps Apple with hype, and 99% of the time they don't even pay "us" back; and the 1% of the time they do, boy do they charge "us" for it (new computer cost)!
Yes that's the way with them. You'd think they deliberately let slip something of interest at intervals, just to keep people interested, because interest is the only thing keeping Apple alive lately. Yes sir, if it wasn't for all this excited hopefulness (I don't have to tell you that we always get let down), they'd be out of that there computer business, and into something else like Canning or Pottery (they could do some of that unique body job stuff like they did with computers and make works of tin or plaster art).
Not that there's any real reason for me to state this, except to vent my less than warm feelings about their marketing plan, that cares naught what I (the once loyal Appleist), or you, think. Someone told me, "that's just how big business is." Maybe so, but if I didn't know better I'd say that Apple takes especial pleasure in this kind of cruel marketing.
Oh, and...I think Apple does what they believe will make them the most money, and I don't think that their dislike of resellers is because the resellers are untrustworthy, but rather because Apple has made them so by being so unkind to them. Pair this with their bunches of new Apple stores, and it sounds like Apple doesn't want to share. So that could be it; perhaps they dislike resellers, not because the resellers are untrustworthy (which they could become because of Apple's harshness to them), but because it brings them the most money and the most control over their sales if the resellers are verbally attacked or closed down. Remember how they let clones be manufactured, but didn't let them keep up in speed? They sure cut that whole thing short; didn't care an iota for the other companies.
Anyway, those boxes are probably lots of pamphlets or new shipments of the current computer lines, and Apple probably didn't mind it being exposed; they could've set it up to be noticed just to get more rumor mongers' hopes up. And if they are new computers, they're 2 years late, and I can't afford them anymore anyway; 2 years ago it would've been possible.