Imagine that: Apple calls the press for a media event on September 12th as everyone is expecting. Tim Cook take the stage and talk about the latest sales numbers for the iPhone and the iPad while showing how amazing the new Apple Stores are. Then, unexpetedly he start talking about how hard the rumours have been on Apple’s bottom line and then tell everybody in the room that all parts circulating in Asia and spilled all over the web were all fake and were done on purposes. Everybody would be in shock and praise the stunt. Next Apple show the real thing, the new iPhone (aka iPhone 5). That would be really cool!

According to comments of Apple’s CEO and CFO, rumours about future Apple products have a bad effects on current products sales. First, Tim Cook:

I’m glad that people want the next thing,” he said. “I’m super happy about that… I’m not going to put any energy into getting people to stop speculating. I don’t think that’s going to amount to anything.

And Oppenheimer on the same subject:

We’re reading the same rumors and speculation that you are about a new iPhone

If rumours has an effects on currently selling products, can someone tell M. Cook to stop talking about Apple’s products pipeline being full of the best things that Apple ever done? Thank you.