All Things D’s John Paczkowski has now confirmed that Apple (AAPL) will hold two separate press events, rather than a single one as has been widely speculated about since July, to unveil its latest iPhone and the iPad Mini.
According to the report, the tech giant will debut the iPhone 5, or whatever it decides to call the next gen smartphone, at an as yet unannounced special media event on Sept. 12, while its smaller iPad Mini — a device which is expected to have a display of 7 – 8 inches diagonally, less than the current 9.7-inch version — will not be introduced until October.
Some have already argued that it’s in Apple’s best interest to separate these two announcements.
Daring Fireball’s John Gruber recently wrote that reports suggesting Apple would unveil its latest iPhone and iPad Mini at a single event were off-base.
“I’m thinking it makes more sense for Apple to hold two events,” commented Gruber this week. “First, an iPhone event, focused solely on the new iPhone and iOS 6. Then, the iPhone ships nine days later, and there’s another wave of iPhone-focused attention as the reviews come out…I don’t think Apple would want reviews of both a new iPhone and new-size iPad appearing at the same time”, Gruber wrote. “Why share the spotlight? Why have another Apple product battling with the iPhone for the top spots in news coverage? … The more I think about it, the less sense it makes for the iPhone to even share the stage at the announcement with any other product. The iPhone is too big, too cool, and garners too much attention — and it’s in Apple’s interest to keep that attention undiluted.”
Gruber is right. The iPhone — Apple’s most profitable device — and iPad are arguable the biggest tech products of the last decade. So, it makes sense for the company to give both devices plenty of undiluted press coverage, particularly since both are likely to be blockbuster events.
So, expect Apple shares (previous close: $663.22, $674.99 after-hours) to print the tape higher as its events will be announced in the days and weeks ahead.