Apple used to use its secrets to its advantage, letting the rumormongers do all the hyping, but now that the whispers have less gushing things to say, rumors no longer help the company's stock price. Take today's Apple rumor: anonymous sources told The Wall Street Journal demand for the iPhone is down, and the unsubstantiated claim sent the stock below $500 briefly this morning, an 11 month low of $498.15 more than $200 off the stock's all-time high back in September before the iPhone 5 launch. See, rumors must be mongered. In the past, that has meant speculation about the next gadget of our dreams. But, ever since the launch of the latest magic-phone to come out of Apple, the Apple hype-cycle has gone dark. iPhone 6 rumors are scarce, with the less exciting talk about a cheap phone dominating the conversation about new Apple products in the pipeline. So here to fill the void left by apparent design mock-ups and other iPhone dreams, comes this talk about waning demand. And just like that the secrets that once buoyed Apple's sock sent its per share price plunging on the rumor of fading iPhone popularity.
This rumor problem isn't a one time thing either. In fact, this is the third time since the iPhone 5 launch that demand fears have spooked traders. The little Wall Street Journal story with intel "people familiar with the matter" seems to have been birthed from other stories from the last month reporting a similar rumor. The suggestion of falling demand first surfaced from "sources" about a month ago. Back then, the idea also pushed Apple's stock below the $500 mark. The talk hasn't gone away, since. And now that The Journal checked with its sources, the fear is back.