What CFO Peter Oppenheimer stated was there would be a product transition with a material impact to Q4. He did not state that the product announcement would be made in Q4; as a Fortune 500 CFO, he has all the skills at making nebulous statements and he's certainly not going to insinuate when the next product announcement would be.
There are material impacts to Apple's bottom line even in the pre-announcement period as they ramp up production and accumulate inventory before the actual release date.
Let's say Apple assembles 2 million iPhones at an average sales price of $650, yet doesn't ship a single unit. That's $1.3 billion in inventory they are sitting on. That has a material impact to their balance sheet even though they haven't recorded a single sale.