Apple 2.0

Covering the business that Steve Jobs built

Noon passes without an iPad mini invitation from Apple

October 10, 2012: 1:13 PM ET

If the company were planning an Oct. 17 special event, we should have heard by now

FORTUNE -- I have to take the fall for passing along the rumor -- apparently false -- that invitations were set to go out on Oct. 10 for an iPad mini unveiling on Oct. 17.

Given that the last three invites I've received from Apple Special Events arrived in my inbox before 12:01 p.m. Eastern, I had already almost given up hope when, at 12:08 p.m., I got this tweet from The Loop's Jim Dalrymple -- a blogger with unusually good sources within Apple:

I think I'll take a break and go get some lunch. It's a quiet day.

That seemed like a pretty strong signal. It was followed a few minutes later by a fake headline tweeted by Macworld's Chris Brennan:

BREAKING imaginary iPad mini event invite late, iPad mini DELAYED. Imaginary apology from Tim Cook expected. More at Unicorn o'clock.

OK. I deserve that. My source was a major Apple (AAPL) investor who had heard it from three different sources. They were wrong about the timing.  I was wrong to pass the tip along. I don't know what I was doing in the rumor business in the first place. Mea culpa.

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Philip Elmer-Dewitt
Philip Elmer-DeWitt
Editor, Apple 2.0, Fortune

Philip Elmer-DeWitt has been following Apple since 1982, first for Time Magazine, and now on the Web for

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