As an owner of Apple options, I have been following the company quite closely for some time now. I have to admit that I was taken in by the hype and speculation regarding the new iPhone release. I heard about the impending release of the iPhone 5 for so long that it became an expectation. When the unveiling of the new iPhone 4s happened, with no mention of the iPhone 5, it came as quite a shock to me, as it did to apparently quite a few investors.
When the shock of the event began to wear off, I tried to think of what Apple might have done differently to mute expectations before the announcement. On one hand, it's not a company's obligation to confirm or refute every speculation and rumor that is started about its products. On the other hand, allowing expectations to build without providing some tempering of the erroneous speculation (which can be done in many different ways) may very well damage the reputation of the company and cause the loss of a portion of existing as well as potential customers.
Apple has shown in the past the ability to squeeze every ounce of life out of an existing product line, always building anticipation for the next big thing. I think that the 4s will prove to be successful for Apple, allowing those who need the latest and greatest to upgrade, the procrastinators to get an iPhone 4 at a lower price, and those who might not otherwise get an iPohne due to cost to get a free iPhone 3. This move will doubtless increase Apple's share in the cellphone market, but I still wonder if they could have handled the new release more to their short term and long term advantage.