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NEW YORK (TheStreet) -- This is a short article, but it's important. At least more important than a considerable bit of the tripe you'll read about Apple (AAPL) - Get Apple Inc. Report over the next several weeks.

Fresh off of

its outright lie about Apple

, the media looks prepared to do it again, if this headline is any indication:

First, just because Apple filed a patent on something doesn't mean it will do anything with it.

Second, and more importantly, hasn't the media (if we can even include

Wall Street Cheat Sheet

in that category) learned from what happened with "the cheap iPhone" it created and perpetuated from somewhere in the shallow end of its already tiny collective imagination?

As I told you before it happened and Tim Cook reiterated shortly after releasing the 5C:

There never was a cheap iPhone!

It was a lie turned meme conceived by a mix of media hacks and Wall Street analysts, who, shockingly, we still allow on TV and in print after they made complete fools of themselves.

Don't say


beat Apple to something that might not actually exist now -- or ever -- at Apple. And even if it does exist, since when does being first to market mean much, at least as far as Apple's mobile dominance is concerned?

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If you want to be critical of Apple -- because there's nothing wrong with that -- take a cue from me. Do not be critical of its present product pipeline. You're setting yourself up to look horribly uninformed.

Instead, consider something we lack certainty on -- the future. We already know -- or should know -- the power of the cycle and allure of Apple's lineup of existing devices. What we don't know is if Tim Cook can replicate the same sort of magic going forward.

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Written by Rocco Pendola in Santa Monica, Calif.

Rocco Pendola is a columnist and


Director of Social Media. Pendola makes frequent appearances on national television networks such as




as well as

TheStreet TV

. Whenever possible, Pendola uses hockey, Springsteen or Southern California references in his work. He lives in Santa Monica.