According to sources close to the situation, Apple is planning an important — but not large-scale — event to be held in New York at the end of this month that will focus on a media-related announcement.

Per the usual caveat, the tech giant is well known for moving around their public show-and-tells, so this could certainly change at any moment.

But, for sure, several sources underscored that the event is not related to an upcoming version of the iPad 3, the next iteration of the popular tablet device that many expect to be available in 2012.

Also unlikely, the rollout of Apple’s large-scale rethinking of the interactive television initiative that it has been working on. While the company is expected to launch a new Apple TV product later in 2012, such an event would almost certainly be held in the heart of the industry in Hollywood or at least in Silicon Valley.

That leaves some kind of advertising or even publishing announcement, which might be the case, since Apple SVP of Internet Software and Services Eddy Cue is reportedly involved.

Cue is in charge of a large swath of Apple’s media units, including the iTunes Store, App Store, iBookstore, as well as iAd and its iCloud services.

It’s well known in the ad industry that Apple has been searching for a new head of its mobile advertising unit, since Andy Miller left last summer.

But such an appointment has not been made as yet, said sources.

The last time Cue was in New York for an event, by the way, was nearly a year ago, when Apple helped launch News Corp.’s online magazine, The Daily.

And Apple also recently opened a splashy new retail store in Manhattan’s Grand Central Terminal, and has been refurbishing its flagship glass cube on Fifth Avenue, too.

The holiday-having Apple PR team declined comment, but wished me a “happy, happy new year.”

To be fair, you’ll note that there are a few women in this clip, shot by BTIG analyst Walt Piecyk outside Apple’s flagship store on New York City’s Fifth Avenue. But they’re going to be equally sweaty.

And just to be clear: If you don’t want to wait in line for an iPhone 4, you don’t have to. Apple will send one to you in the mail. Seriously.

There are no 8GB iPhones to be had anywhere. Not today, anyway.

I even took my mother, who was incredulous at the lines of New York natives waiting for the trendiest of smartphones. “Crazy” was her exact phraseology.

So, after a lovely weekend at the shore, I went back late Sunday night (without Mom!) to the same store, assuming it had all calmed down.

Oh no, my friends.

Here’s a new video of the carrying-on that continues into the night, as well as my original video below it:

BoomTown landed at New York’s JFK Airport this morning and, of course, could not resist visiting the flagship Apple (AAPL) store on Fifth Avenue in Manhattan on iPhone 3G Day.

That’s right! JesusPhone 2.0 is nigh!

(Well, was nigh, I guess, and apparently unable to be activated due to system overload.)

In any case, I did a particularly jumpy video of the doings at one of Apple’s most famous stores, as legions of New Yorkers waited in line for their cheaper, faster, prettier iPhone.

Added bonus: it includes an appearance at the end by my unimpressed-with-Steve-Jobs-worshipping-geeks mother, who goes by the name of–I am not kidding–Lucky.

Here’s the video:

Walt was in the Big Apple, so to speak, to appear on the Charlie Rose show tonight to talk about, wait for it, the iPhone and his review of the device that appeared earlier this week. We will post a link here to the show or highlights as soon as we get info.

Until then, here is Walt’s short photo essay of the chaos: