A few hours from now, Apple will be hosting a keynote speech at their 2013 developer’s conference. Apple hasn’t released much for quite some time and is often the case around these events, rumors have begun to swirl like tornado in the plains. There’s a lot riding on this presentation because it’s finally time to start seeing if a post-Steve Jobs Apple can still make a big splash.

And that’s a big dilemma. The market, from Wall Street to main street is expecting products and announcements from new operating systems and user-interfaces for both desktop and mobile to new iPads, cheap iPhones, new ultra-thin portables and a power user MacPro.

If Jobs we’re still in charge I would confidently predict what Apple will do this afternoon: they’d release just one (maybe two) of those things (probably a MacPro, and maybe MacBook Air). They’d talk about software and keep things nuts and bolts for developers, letting the interface changes stay locked away for a while longer, while focusing on one or two products at a time.

Wall Street would punish them for not being innovating enough, but the media would focus on those products and the market would have enough time to digest the news and run out and buy whatever it is they want before the next bit of news is released.

With the stock price off more that 25% from previous highs and people grumbling about the lack of entirely new product spaces, CEO Tim Cook may feel compelled to placate and release news on all of these fronts.

If your small business is ever the power house of development that Apple can be, resist this temptation. There’s nothing in it for you. No matter how exciting and innovating each product is, only one of them is going to get the limelight, and worse, you might not be able to choose which one that is. It’s a waste of marketing effort and money, even if expectations are high.

As for Apple, I’m really hoping they resist the unusually high temptation to show it all, but if I had to bet, I’d say it’s going to be a big show. Too bad.