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15:30

APPLE IPHONE 4 PRESS CONFERENCE: IF YOU HAVE BAD NEWS, BETTER WAIT UNTIL FRIDAY…

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Bad news?

Send any press release or held a press conference on Fridays…

That’s the PR tradition.

So Apple not very active PR department (the fans do the work for them) announced the iPhone 4 press conference… for tomorrow Friday.

Why?

My feeling is that not because they want to hide the bad news (they are right now everywhere) or because they need to give time to the press to come to Cupertino (in less than 12 hours any American, European or Asian journalist will be able to show up in California) but… because they are trying to gain as much time as possible in order to fix the problem, organize any refund, respond to any recall or to have the supply chain ready with the new phones.

The press conference is going to be at 10 am (California time), so the markets in New York (2 pm) still will be open, and able to react to the news.

This is my take:

If the news were BAD, they will had organize the press conference AFTER the closing of the markets in Manhattan.

But because there will be GOOD news, they want Apple shares going up as soon as possible as the best response to the iPhone 4 crisis.

Right now the shares are going down, like in the past few days: from $261 on July 8 to less than $247 today.

So this is my advice: buy Apple shares tomorrow morning BEFORE the press conference and cash them in the evening.

And buy a new fixed iPhone 4.

Don't be the product, buy the product!

Schweinderl