This is a little write-up I’m doing about a phone that hasn’t been announced and won’t be until next week. I really didn’t want to write about it today because there’s very little to write about and I’d rather not hype the already hyped if I can avoid it. But I can’t avoid it because the fact is that even the anticipation of a new iPhone is itself a story. Such is our world, such is Apple’s imprisonment of the zeitgeist.
Apple sent out invitations yesterday of the September 12th event, and on the invite the shadows of the number 12 form a 5. So much for the device just being called ‘the new iPhone”.

Piper Jaffray analyst Gene Munster says the phone could sell 10 million units in the first week if it goes on sale in late September. Says Munster: “While our model, along with most of the Street, assumes an October launch, we believe that a September launch could result in the final 10 days of the month generating 6-10 million iPhone 5 unit sales, which would likely shift out of December. We believe if iPhone 5 launches in September, Apple could sell 26-28 million units in the quarter (this takes into account iPhone sales slowing dramatically from September 12-20, which is announcement to availability).”

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Follow John Moe at @johnmoe