Apple: New computers with new CPUs without 64bit extensions!?

Is there any company in the world/on the planet (I'm getting better at
marketing!) that could afford
announcing new computers with new 32-bit only processors ie. without 64bit instructions today?
Only
Apple can do that with their new
MacBook Pro and
iMac. You also must have very good self-confidence to announce
"new product is 2-3x faster then our previous product". Why? Because this means "our previous
products were very slow"! But this doesn't work for Apple ;-)
I admire that their infrastructure is able to cope with *millions* of people reading about new Mac
and etc... And all this without Internal server errors. But the keynote itself is somewhat
inaccessible - I'm at 01:04:03 and can't get more ;-)