El Cinco? 10/4, good buddy.

That's the date that All Things D is reporting for the launch of the much-anticipated iPhone 5, which we call El Cinco because it sounds more swashbuckly. All Things D says the date could still slip but that's the target and it's coming up soon. The phone would then go on sale within a few weeks. All Things D says that this will be a big deal for reasons other than the phone:

it will be newly installed CEO Tim Cook's first big product introduction, and the place where the public will get a first lengthy impression of him that may well set the tone for Cook's new role.

And that's why, said sources, although he's never quarterbacked an Apple product announcement before, Cook is certain to preside over the iPhone 5 rollout.

One presumes he won't be rocking the mock turtleneck but can he add that patina of mystery and coolness to the proceedings the way Jobs did?

Or who cares it's only a stupid phone get over it?

About the author

John Moe is the host of Marketplace Tech Report, where he provides an insightful overview of the latest tech news.

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