I'm surprised no one has mentioned something quite obvious in relation to how much this "hurts" Apple. Folks have been bandying about how this is "good for Apple" due to all the hype, or how it's bad for Apple because folks will now sit on their purchase (like they wouldn't have done this anyway). But what about the fact that Apple's competitors now have three additional months to work on their next phones to counter the new iphone? I would think that that is the biggest source of damage to Apple, they've effectively lost three months of their competition having to wait to see what Apple will release next. They've lost 3 months of their product cycle due to this.