Writing about Apple often means spending as much time on unannounced, unreleased products as actual, real products.

The iPad 2 may be the most hyped future product that I can recall in recent years. Rumors keep coming in from all over the place, and not a day goes past when I don’t get asked what I think about it. I know several people waiting for the device, unwilling to purchase the current iPad, based on these rumors alone.

So what makes people so excited about what Apple might announce?

In short, people love Apple. A lot of customers view the company as more than just a company. Which, while a little scary, helps get people really worked up about dropping serious cash on devices.

When it comes to mobile devices, the possibilities seem more wild. We all expect the new iMacs to be basically the same as the current ones. However, mobile devices feel like the wild, wild west. Innovation is more fun when you can stick it in your pocket.

Apple has a knack for surprising customers, but in a world of prototypes left in bars and leaks from China, the company is having a harder time keeping things under wraps until Steve (or Tim Cook, these days) is ready to announce it. While leaks take some of the magic out of announcements, they only inflate the hype building up to them.

Inevitably, the iPad 2 will disappoint some people. Rumors over-inflate people’s expectations. That’s why AAPL has a tendency to sink after product announcements. That’s why people always complain about whatever Apple releases, no matter how sweet it is.

And that’s why iPad 2 rumors need to be read with a grain (or a pile) of salt. I really don’t think we’re going to see a 10-inch Retina display this spring. The iPad 2 also won’t include a rocket engine or cure cancer.

But it will be a great product. Once it is announced. Until then, don’t get too wrapped up in the hype. ¬†You’ll just end up sad in the end.

Photo Credit: Engadget

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