Or would it, really?
As we all can do no more than speculate, we have no idea if there already is something to announce.
Everything they might be telling now, they will be held accountable for later, even if the development process later shows, that not everything is feasible or something simply proves to be prone to failing.
And in my opinion all announcements now, besides raising expectations, are reducing the impact of the later presentation of the final product.
On that behalf, Apple really shows what marketing can do; their product-presentions being talk of the town all over the world.
My guess is, that anticipation and speculation about the next FP is rather a good thing, as it keeps interest high.