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NEW YORK ( TheStreet) -- I love the hype. In fact, I live for it.
I just can't find much long-term meaning in it.
Apple(AAPL - Get Report) holds what we all think will be
its iPad Mini and a whole bunch of other products event. Then, on Thursday, the company reports Q4 earnings, which include roughly one month worth of iPhone 5 sales.
TheStreet will live blog both events.
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I'm all for the buildup, the pomp, the circumstance, the scrutiny-filled aftermath that comes with the territory post-anything Apple does. It all excites me.
If you're an investor or a trader, however, go nowhere near this thing beyond the pop culture spectacle that it is. Maybe once the stock breaks one way or the other you can trade it, but that's too rich for my blood.
The next week means everything and nothing to AAPL, the stock, and Apple, the company, all at the same time.
I can hang with the notion of a premium-priced iPad Mini, I'm not thrilled with the idea of an ever-expanding Apple product line. At least they're not making printers, but, at some point, Tim Cook could slice nuance between product line models too thin for Apple's own good.
Earnings could bring similar disappointment to what we saw with the Q3 results. It likely all depends on how strong of a month September actually was for iPhone 5.
Even record sales might not prevent another weak quarter. Another miss will likely produce more sustained downside. But, even if it brings AAPL below $600, it barely represents a chapter in what remains a developing story.
In the three months since the Q3 earnings miss, AAPL has swung wildly.
It's been pretty crazy. The stock headed into the report at about $600. Initial reaction took it to the $575 area. It proceeded to rebound, trading as high as $705 and change. It closed Friday's session at $609.84.
It's the elephant in the room for AAPL bulls. Why does the stock do this?