EA regularly holds these sorts of press events throughout the year, and usually they're fairly console focused, with Chillingo's iPhone section hidden off in a corner somewhere. I'm thinking this one is going to be different, as the Firemint and Iron Monkeys news is still super fresh, and the recently formed Firemonkeys studio just blasted out a tweet that their first game is going to be announced.
Another reason to think something big is going down is because EA is live streaming this. I can't think of the last time they did that. Regardless, you can watch with us by mashing this link.