WESTCHESTER COUNTY, N.Y. (TheStreet) -- I know, I know: It's titillating, and in titillation we often find temptation. But can you really speculate about the impending Apple ( AAPL) release of a mini-iPad without prefacing it by pointing out that these rumors have been around since pretty much the earth cooled?

Here's what we had this week: From Business Insider to our own TheStreet, the media was hot and lathered, flapping their collective gums about how Apple might release a teeny-weeny iPad.

It makes sense and it makes no sense. The iPhone already seems a mini iPad, so on one level the prospect seems superfluous. On the other hand, Amazon's ( AMZN) newly introduced Fire might push Apple into a middle ground between the iPad and iPhone. Who knows?

Point is, Apple is, as always, tight-lipped. And we've heard these rumors (in print, no less) since at least early 2010 (a lifetime ago in the world of tablets) from everyone from CNET to Gizmodo. Does that mean that the rumor is false this time around? Not necessarily. But our belief in a rumor oft-told -- well, just should not be as great. So, media, if you are going to traffic in this rumor about an iPhone mini, let us know how long-in-the-tooth it is. And traders -- beware. And be aware.
At the time of publication, Fuchs had no positions in any of the stocks mentioned in this column.

Marek Fuchs was a stockbroker for Shearson Lehman Brothers and a money manager before becoming a journalist who wrote The New York Times' "County Lines" column for six years. He also did back-up beat coverage of The New York Knicks for the paper's Sports section for two seasons and covered other professional and collegiate sports. He has contributed frequently to many of the Times' other sections, including National, Metro, Escapes, Style, Real Estate, Arts & Leisure, Travel, Money & Business, Circuits and the Op-Ed Page.

For his "Business Press Maven" column on how business and finance are covered by the media, Fuchs was named best business journalist critic in the nation by the Talking Biz website at The University of North Carolina School of Journalism and Mass Communication. Fuchs is a frequent speaker on the business media, in venues ranging from National Public Radio to the annual conference of the Society of American Business Editors and Writers.

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