The tradition surrounding Apple's WWDC

We've come to expect the annual WWDC conference by Apple as the place where new iPhones will be announced. As a result, rumours begin circling the globe as the conference draws closer. Photoshopped images, false reports and rumours and even reports of new devices all seem to appear around this time of year and it almost seems to be overtaking the actual conference in terms of its build-up. It's basically become a ritual - WWDC announced, rumours begin, WWDC sold out and then rumours continue more often, before finally the event begins. Over the years, these so called rumours have turned out to be getting closer and closer to the real truth. This is due to a wide variety of reasons, but can basically be traced back to 3rd party companies which Apple works with to manufacture their devices, hence why Apple ultimately wants to make everything themselves. This looks set to continue well into the future, and ultimately I'm already getting sick and tired over the buildup to the conference. But then again, its not going to stop anytime soon, so I'm getting used to it - slowly. What about you? Do you enjoy all this build up to the conference which some label 'the conference of the year'?