Apple, WWDC, and New Hardware

Apple never announces hardware updates at WWDC. They only talk about the software and things that developers care about. The new hardware always comes in the September/October timeframe. I don’t understand why the press continues to think Apple will release new hardware at WWDC.

Yes, they talked about Apple Silicon, and they gave you a good guess about when it’s coming out - but they didn’t announce anything that you can buy, yet.

How is it that Apple has followed this formula for more than a decade and people still don’t get it?