In September a rumor got a lot of support that Apple will be introducing new MacBooks at a media event. Apple still did not send out invitations to the media for such an event next week starting to weaken the rumor. Update: MacBook Brick Photos leaked.
Of course Apple could just announce new MacBooks via press-releases, like they did in the past.
But if the Brick rumor is true more attention would be in order.
Apple really needs to update the MacBook notebooks to spur sales for the Holiday Shopping season. If it is not October 14th, then some later date will be revealing new MacBooks.
See also AppleInsider and MacRumor on this subject.