'Trade Show' Plans at San Francisco Theater Spark Speculation of Apple Event Location

With just over two weeks to go until September 9, the expected date for Apple's next iPhone event, there's been some speculation that Apple might be planning to hold the event at the Bill Graham Civic Auditorium in San Francisco.

As outlined by San Francisco news site Hoodline, the auditorium is booked for a private event through September 13, with SFPD officers and private security guards patrolling the perimeter of the building.

Documents filed with the San Francisco Planning Department say the event is a "trade show" set to run from September 4 until September 10, which lines up with the timeline when Apple is expected to hold its event, but there are some potential red flags that make it unclear whether Apple is the company booking the event space at the auditorium.

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In investigating the documents filed with the Planning Department, MacRumors learned the space is being used by a company known as "Adams and Associates," which has no known ties to Apple. Additionally, there are very detailed documents that describe the removal of four window panels to accommodate an "exterior wall mounted star graphic sign." The star is depicted in two different ways in separate documents -- both as a standard star shape and as an oddly-shaped star with points at unusual angles.

As Hoodline suggests, it's possible the star-shaped logo is a placeholder for an Apple logo, but a structural document supplied by an engineer on the project includes detailed, specific calculations and drawings for the star shape that cast doubt on the theory that it could be a placeholder logo.

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In past years, Apple has held its iPhone-centric September event at several different locations around the Bay Area, so it would not be unusual for the company to choose a previously unused event spot. Its 2014 event was at the Flint Center in Cupertino, while its 2011 and 2013 events were held at its own campus. In 2010 and 2012, the events were held at the Yerba Buena Center For the Arts.

It's not yet known if Apple is preparing the Bill Graham Civic Auditorium for its September 9 event, but with only 16 days to go until that date rolls around, we should be getting confirmation on Apple's plans in the form of media invites in the very near future.



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12 months ago
What other company would come up with the idea to remove panes of a window just so the logo would look cool.

None
Rating: 13 Votes
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12 months ago
If you think about the apple shape, it maps perfectly to what supports a star might need. Four corners for the apple, top point for the leaf. The top point of the star is even off-center, just like the apple leaf.
Rating: 10 Votes
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12 months ago
Adams (and associates) Apple?
Rating: 10 Votes
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12 months ago
It's not quite a perfect fit, but...


Rating: 8 Votes
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12 months ago

The fact that this venue seats 6,000 to 7,000 makes me curious, though. That's bigger than WWDC...


It's definitely a bigger venue than usual, but keep in mind – that 6,000 capacity is for standing-room concerts. With seats it looks more like this:


...Still pretty damn big, but conceivable.

To me, there's no trade show that shuts down sidewalks, keeps private security on site who are forbidden from speaking to the media, and erects scaffolding at the back entrance – all for an event that supposedly takes place over the holiday weekend, and has no promotion (yet wants to affix a massive logo outside the center window of the entrance).

Rating: 6 Votes
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12 months ago
Adam's Apple?
Rating: 6 Votes
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12 months ago

MacRumors learned the space is being used by a company known as "Adams and Associates," which has no known ties to Apple.

That's probably for the best; one could only imagine…




Rating: 5 Votes
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12 months ago
Huh. Not to get too Zapruderific on this, but I did just notice the insert in "detail D-1," that shows a closeup of how the frame of the "star" would be bolted/attached... and it has a curved edge. Normally stars don't have curved edges. It would be the right spot for an apple bite tho.

Rating: 4 Votes
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12 months ago
Yeah, Apple's secretive fingerprints all over this one. And the "star" that happens to have the 5th point slightly to the right, where the leaf would be.

"Whether supporting a simple workshop environment or staging a complex international keynote and product roll-out, every Adams & Associates project is viewed as a unique opportunity to express key messages with consistency, passion and cost-effectiveness."
Rating: 4 Votes
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12 months ago
Was told that Adams and Associates is a old, old, old dummy corp that has been around since the Apple ][ days. I think this is the same front used to schedule the launch of the Mac back in '84. Those who know your Book of Genesis gets the reference and joke.
Rating: 3 Votes
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