There’s a rumor from a usually reliable source (iMore) that the iPhone 5S might hit shelves as early as August. This is either the genius of Tim Cook in managing his pipeline, or the stupidity of Apple in setting themselves up for a big fall.
Let’s start with the stupidity: The biggest purchasers of the 5S will be people like me who are currently on their 4S. We’re not eligible to get a subsidized phone until October, though, so we can’t buy the phone for the first two or three months it’ll be out. Sales out of the gate will appear “low” for that reason, and the usual link-baiters will point that out, the stock with sag, and woe be to Apple for another couple of months.
Genius: This means steadier sales for the first three or four months the phone will be out. Every time a new iPhone is released, it sells out and people jump on the waiting list. If a large portion of potential purchasers of the phone have to wait until October, the pool of people buying the phone will be smaller at first. So Apple won’t have a problem keeping the pipeline full of phones, selling what they have without putting anyone on a waiting list. And sales of a new phone will be spread across two quarters, boosting quarterly earnings twice. Plus, that gives Apple extra time to build up stock for when October hits and all the 4S owners show up to upgrade.
It’s a plan that makes sense when you think about it for longer than thirty seconds, which puts it out of the range of so many anti-Apple tech and finance blogs, plus Wall Street.