Apple Could Hold Separate Media Events for iPhone, iPad Mini

| Analysis

While it’s pretty much decided by the rumor mill, the pundits’ lounge, the Taiwan-leak machine, and well-informed geeks and nerds everywhere that Apple is going to A.) have a media event on September 12th, and B.) announce a new iPhone, a smaller iPad, and maybe even something new for the TV market, it now appears that Apple could be spreading these announcements over two separate media events.

The Apple Rumor Mill

The Apple Rumor Mill

LoopInsight’s Jim Dalrymple and Daring Fireball’s John Gruber set the Mac blogoshpere abuzz on Thursday with a one-two punch that strongly suggests Apple will introduce the iPhone 5 (or whatever it’s named) on September 12th. At some point later in the Fall, the company would then have a second event where it would introduce the smaller iPad and whatever else the company is planning for the holidays.

Mr. Gruber opined that in light of the September 12th media even and rumors about the various new products in the works, that Apple isn’t likely to want to have these new devices competing for attention in the mainstream media. Instead, he wrote, “I’m thinking it makes more sense for Apple to hold two events.”

The first event would focus on the iPhone, he said, as well as the newly minted iOS 6. In the second week of October, Apple could then hold its traditional fall music-centric media event, or perhaps an iTunes-centric event if one wanted to get with the times.

Mr. Dalrymple then linked to the Daring Fireball post, and added, “Oh that Gruber is a smart fellow.”

Which is true. John Gruber is a smart fellow, as is Jim Dalrymple. It’s a seemingly glib comment, but you can probably take Mr. Dalrymple’s endorsement of Mr. Gruber’s analysis to the bank. As we’ve noted in the past, he is well connected at Apple, and his confirmational commentary on Apple events tends to be borne out by time.

What makes sense to us is that Apple is engaging in some expectation management with a well-orchestrated controlled leak. Apple doesn’t pre-announce anything, but the reality is that Apple’s supply chain is so large these days, nothing stays secret. All but the finest details of its upcoming products are well known ahead of time.

As such, it doesn’t behoove the company for the world (and Wall Street) to expect Apple to unveil a smaller iPad or a new Apple TV product on September 12th if the company isn’t going to actually announce at that time. It could otherwise turn into a situation where rather than being impressed with the iPhone 5, folks focus on being disappointed at the lack of the iPad.

This is just as true as Mr. Gruber’s sound reasoning that there’s no need to have the mainstream media divide its attention on multiple new Apple devices, especially if the company isn’t going to release some of them until later in the fall. Indeed, the manufacturing realities of producing these new products plays perhaps the most important role in the timing of Apple’s media events.



Two events! Twice as much excitement, media attention, etc.

Two times the stock price runs up beforehand?


I’m too elderly to understand a word you wrote.


For a second I thought the grist mill was grinding up a bunch of Samsung clones of Apple devices.


IJack, try Ginkoba.

Sorry, couldn’t resist.


Makes all the sense in the world, though my girlfriend is going to kill me having to wait even longer for a potential upgraded AppleTV after dropping her cable contract!


IJack, try Ginkoba.

As you are probably aware Barry, I was referencing another article, wherein the “elderly” are condescendingly presumed to need guidance.


Sorry, iJack, I missed the sarcasm. My bad.


No worries, Barry.
Ginkoba might be a good idea anyway.

And prunes….


Bryan Chaffin

Hey iJack, my crack about the elderly asking their kids to Google what an “iPad” is bookended my crack about kids having to Google what a “typewriter” is.  I should think you’d know me well enough after all this time to know that I don’t really believe that older need that kind of help, especially folks reading TMO!

Heck, I’m old enough to call a refrigerator an icebox and to know that “fridge” is short for Frigidaire, not refrigerator. smile

In any event, I’m sorry you were offended.


Heck, I?m old enough to call a refrigerator an icebox and to know that ?fridge? is short for Frigidaire, not refrigerator.

But are you old enough to remember the guy who brought the ice to the icebox? 
Huge square cubes of the stuff, slung across his shoulder.

Bryan Chaffin

No sir, I am not. Lemme see if I can find a youngster to Google that for me…

But seriously, you can’t possibly remember that.


But seriously, you can?t possibly remember that.

I was quite young.  Right after WWII.  Guy had a short cape made of leather to keep the ice from gouging his shoulder/back, and a pair of enormous tongs.  Ice boxes lasted into the Fifties.  Early adopters of the Fridge paid the early-adopter price for it.  My Dad was just back from a German PoW camp and a college student ? thanks to the GI Bill ? but we lived pretty much hand to mouth for those years, hence an ice box.

I remember.

Bryan Chaffin

Now that you tell the tale, I remember Nancy telling me the same thing about her childhood. The delivery of ice seems (to those of us who don’t remember, or alternately, to me) like something relegated to the early part of the last century, and not the middle.

And to those kids who really didn’t know what a typewriter is, this probably seems like we’re just making stuff up. smile


My youngest daughter, Molly was with me during a visit to my Dad’s place, maybe 8-9 years ago.  He’s an artist and runs a little gallery, so the girls were always poking around his place looking for interesting bits and pieces.  Molly encountered my Dad’s typewriter and said, “what’s that?”

I thought she was kidding, but she really had no idea what it was.  I guess kids don’t watch old movies any more.  Too busy tweeting, maybe.

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