by Michael Tarsala
Analysts covering Apple (AAPL) -- to the best of my knowledge -- are modeling for the launch of the iPHone 5 in October, not September.
Yet multiple publications this morning including Bloomberg and Forbes are reporting that Apple is planning a September 12 product launch event.
Eric Savitz at Forbes reports that the event is likely to be focused specifically on the iPhone 5, with the launch of Apple TV and the iPad mini to follow at a later date.
If true, that could make it even easier for Apple to beat its recently lowered September quarter earnings estimates.
Keep in mind, Apple in its June quarter posted only its second earnings miss since 2003. The company had beaten expectations by 17%, on average, in eight previous quarters.
Apple rarely misses earnings. And now a second disappoinment in a row may appaer more unlikely.
Here's what Ben Dickey of the Growth Plus Income investment model had to say about the product launch last week:
"I think Apple sales will skyrocket once the iPhone 5 comes out," Dickey said. "So many people are Apple o-holics. Consumers still want iPhones, they are just waiting for the new one."
Dickey said that Apple didn't miss earnings targets due to slack demand as much as it had a product-release timing issue. Apple had a very similar problem in October last year. Consumers didn't want the current iPhone it was selling; they were waiting for the release of the iPhone 4S.
Apple shares rallied as much as 60% since the 4S was introduced.
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