Apple Creates a New App Store Category Called 'Catalogs' on Eve of Media Event - Mac Rumors:

Joaquin Ruiz, CEO of Catalog Spree, seems to believe that the timing could be related to the media event tomorrow. Ruiz said in an email, "Adding an app category is not something that Apple does lightly and we believe Apple's decision reflects the importance of this usecase in the Apple App Store ecosystem." [emph mine]

That's a winner.