I don't know how much time it takes to develop a new product, but surely if they are "shipping" in september they are pretty close to a final product, probably gearing up to start producing them, or at least in the final stages of production. Why didn't they do what they did with the G5 and announce it months in advance. They could have announced it and said simply shipping in September, Hell, they announced Tiger almost a year in advance. This just seems like a really poorly planned move, the only thing I can imagine is they have no clue on final specs, and are completely out of old iMacs. If this is truly the case then it would be miraculous to see a new iMac in September. The G5 was announced 3 months before shipping, the Xserve longer. Tiger, 7+ months in advance, why couldn't we have seen pictures at WWDC, and saved the stock. First rule of a business manager, maximize earnings for shareholders. C'mon steve that is first semester microecon.