Apple is going to release a new Iphone in September/October. I know it, you know it, they know it. When will they announce it? about 2-3 weeks before you can buy it. Why don't they announce it months ahead of time? Cause the ones who know will wait to see what the new ones will do. The ones who don't know will just go buy a new phone the day before they announce it cause they don't know there is a new one coming out. But if they knew they could wait a few weeks and get a new model, they might hold off. It seems to be working for them. I can't fault Universal for doing the same.