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Apple: ‘The holiday lineup is set’ for 2009

Tuesday, October 27, 2009 · 11:33 am · 35 Comments

Phil Schiller has told Gizmodo’s Brian Lam that there are not going to be any new Apple products this year, Jesus Diaz reports for Gizmodo.

In an update, Diaz reports, “Interesting, after reading this, Apple called and said that the actual quote is ‘The holiday lineup is set.’ Weird.”

Diaz reports, “As far as I know, if ‘the holiday lineup is set,’ then there would not be any new products in 2010 [sic: We think we meant "2009" or "until 2010"], right? So what does this exactly mean?”

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Comment Feed

35 Comments

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Original Jake

Tuesday, October 27, 2009 - 12:54 pm · Reply

OK, will Apple EVER update the Cinema Displays? Just wondering. Also, it would have made sense to do something with AppleTV. Holidays seems like a good time for that, even if it were just a minor upgrade to storage capacity.
Alex

Tuesday, October 27, 2009 - 1:06 pm · Reply

I think that they will introduce a touc htablet in early 2010 and new mac pro specs before December.
iMaki

Tuesday, October 27, 2009 - 1:25 pm · Reply

This partly explains why AAPL stock is tanking right now!
KenC

Tuesday, October 27, 2009 - 1:26 pm · Reply

Uhm, this is no different than any other year. Apple sets its holiday product lineup, and don’t expect anything new until January. It used to be, wait for MWSF, but that’s no more, so, wait for CES, or a special Apple event.
Monkey

Tuesday, October 27, 2009 - 1:29 pm · Reply

If the iTablet does indeed have a broadband or 3G chip, they will eventually have to work with the FCC. That will make it publicly known, just as the iPhone was, so Apple could always jump the gun and announce (in Nov) that the tablet is on the way with an actual shipping date in January.

This would explain the 4Q earnings conference call where Apple specifically pointed out that their air freight costs would be higher in the months of Oct-Jan because of a new product.
McMac

Tuesday, October 27, 2009 - 1:33 pm · Reply

(financial) year vs. holiday are very different time frames. I thought the ambiguity was cleared up nicely.
Peter

Tuesday, October 27, 2009 - 1:51 pm · Reply

The “Holiday Lineup is Set” means not to expect any new products until after “The Holidays” which, here in the US, means Thanksgiving/Christmas/New Years. So that would mean, don’t expect any new products until 2010.

In a word, “Duh.”

Gee, maybe Apple will announce something just before MacWorld. The Apple Store isn’t far from Moscone…
auramac

Tuesday, October 27, 2009 - 1:56 pm · Reply

OK- I’ll wait!
Gabriel

Tuesday, October 27, 2009 - 2:00 pm · Reply

This is the same “technology” blog which was tricked into serving up scareware ads (and potentially also malware) to their visitors.
Bertie

Tuesday, October 27, 2009 - 2:17 pm · Reply

Maybe the subtle difference is that one implies no updates and the other no anouncements ie we may anounce a new product that won’t be introduced until early 2010?
justme2

Tuesday, October 27, 2009 - 2:34 pm · Reply

@Peter — Most likely Apple’s going to make a big splash at CES in Vegas this year, now that they’re no longer a major participant in MacWorld (which is going to be in February next year).

I figure that what the dude meant was “no new products until 2010″, which makes sense because most companies have already set their technology budgets for the year, and most consumers are already planning their Christmas lists (I’m trying to talk the CFO aka my husband into one of the new iMacs for this year…). And by not announcing any more new products for this year, they can concentrate on what’s coming out next year (whether it’s the MacTablet, figuring out how to get a working camera in the iPod touch, or what have you).
Grrrilla

Tuesday, October 27, 2009 - 4:12 pm · Reply

No new products until 2010. No announcements, no hints, no pre-announcements. They won’t mention anything that might make anyone think there was a reason to wait on an Apple purchase. The consumer side in particular is done for at least 4-6 months.

Apple has already indicated that they WON’T go to MWSF in January this year, and that there will be NO keynote (duh). They also don’t intend any new or different presence at CES. All of their consumer products have been announced, with nothing new in that line-up expected in January. As you’ll recall, Apple pulled out of MWSF so they wouldn’t have to have any products ready right after the holidays. They said so themselves in their own press releases. MWSF rescheduled to February because without Apple’s involvement and new product announcements, they would have no way to compete with CES. There is now no set product release schedule for Apple except for WWDC.

But here’s hoping that before next summer we’ll see new Pro’s (most likely February) and new displays (same). It’s obvious that display changes are brewing, now that the iMac approaches or exceeds the value of the existing display options (and adds a computer!).

The next couple years will be fairly quiet for Apple – no new OS, only a few tech bumps for existing products, maybe a redesigned Pro, but that’s about it. Not too revolutionary, and that’s partly why the stock is sliding. It should give off 20-30% in the next 6 months, easy.

And I talk too much.
Studio8H

Tuesday, October 27, 2009 - 5:14 pm · Reply

“The Holiday Lineup is Set” does not say no more new products. Just that Apple has decided on the “lineup” which, literally, does not preclude their announcing something new that is in their “lineup”.
Literal evaluation, parsing and nit-picking, perhaps. But I’d leave it open.
TigerCliff

Tuesday, October 27, 2009 - 6:15 pm · Reply

I really hoped they’d update AppleTV. I’ve been wanting one for a while and have been waiting for the refresh to get one… a real refresh of hardware and software (not just specs). It’s the same thing they introduced several years ago.

I’ll either break down and get one like a sucker or wait it out for another 2 yrs like a sucker.
fanboi incomprehension

Wednesday, October 28, 2009 - 12:21 am · Reply

Silly, fanbois. Schiller is being completely noncommital. He is not saying there will no be new models nor is he saying there will not be. He is simply stating whatever is scheduled to happer is “set”. Does that help?