So I've been thinking about how the keynote might play out given what we know (or think we know, or don't know...). IMO Apple is in a perfect position at this point to announce "iPhone 5" as "one more thing". At this point there is almost a universal belief that iPhone 4s is real and will be announced. There is debate about whether or not there will be a redesigned iPhone 5, but generally everyone believes the 4s exists from what I have seen. This sets up a keynote where they can introduce iOS 5, some iPods, and iPhone 4s. Just as everyone thinks it is over and 4s is all we are getting, "there is...one more thing..." - a redesigned iPhone 5. From a marketing perspective, this sets up the thinking that Apple released two new handsets that are better than the preceding iPhone 4, rather than it sounding like they threw out a cheapo model and a new whiz-bang unit. This is an important distinction. If they can say "our 4s model is at least on par with all of the new Android handsets and the 5 model blows them all away", that is a powerful message. "Oh and by the way, pre-orders are going to be available tomorrow and units available next week." This one is a little more dreamy, but I assume that they have been putting their time to good use. Other than possible production delays, you would assume that they have been cranking out units for a month or two now. There is no real reason to have a 2-week lead time that I can see if the units are there. The only thing is that I'm not sure Tim Cook will carry on the "one more thing". That was definitely a Steveism. We'll see. Thoughts?