Thousands of Apple employees received a phony email today announcing the iPhone would be delayed through October, and Leopard would be delayed through January. Engadget scooped the story at 11:49am, and by noon, Apple stock crashed $4.
Original Apple email
From: Bullet News
Date: May 16, 2007 9:09 AM CDT
Subject: Mac OS X Leopard and iPhone Delayed
Mac OS X Leopard Delayed Until January
iPhone Delayed Until October
REGIONS: Asia-Pacific, Canada, Europe, Japan, Latin America, United States
GROUPS: AppleCare, Retail
Apple issued a press release today announcing that iPhone which was scheduled to ship in June, has been moved to October and the release date for Mac OS X Leopard has been moved to January next year. A beta version of Mac OS X Leopard will be given to developers at the Worldwide Developers Conference (WWDC).
Apple email retraction
Date: May 16, 2007 10:47 AM CDT
Subject: NEWS: Disregard Bullet*News Sent May 16 at Approximately 9 a.m. Central–AP/CA/EU/JP/LA/US
You may have received what appeared to be a Bullet*News from Apple. This communication is fake and did not come from Apple.
The Power of Blogs
Message Boards are in a frenzy, calling for Engadget’s head. But it seems quite clear Engadget did nothing wrong, and retracted the story as soon as Apple issued a correction to its employees. The real story here is in the power of blogs. A single post from Engadget can rock Apple stock, and prompt a sell-off of millions of shares within minutes. This is a power the MSM, with its traditional news cycle, simply does not have.