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A study of 17 Apple press invitations


Reporting for Fortune, Philip Elmer-DeWitt reiterates Dan Frommer's question: "Is Apple really going to announce a TV gadget at an event with a guitar on the invitation?" It's a legitimate question, as Apple's press events have the power to move AAPL's price. When rumors become expectations that ultimately aren't met, the stock price has shifted downward. In this case, the "TV gadget" Frommer refers to is the rumored iOS-powered Apple TV.

With that in mind, AAPLinvestors compared the wording on the last 17 press invitations to what was ultimately introduced at each event. What they found was that Apple often takes liberty with their often cryptic text. For example, the September 2, 2008 invitation read "Let's Rock," and Apple introduced the fourth-gen iPod nano, the second-gen iPod touch, iTunes 8 and HD TV shows. HD TV is cool, but does it really "rock?"

Also, the August 31, 2009 invitation read "It's only rock and roll but we like it." That afternoon Apple introduced iTunes 9, iPhone 3.1, the fifth-gen nano, the third-generation iPod touch and additional colors for the iPod Shuffle.

Reading into Apple's terse press invites is part of the fun. So we still might see a new Apple TV next week. Who knows if we will, though.

[Via MacDailyNews and Fortune]

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