I can’t remember the last time I’ve seen such a reaction of disappointment resulting from an Apple announcement. Was it the $99 leather case? The iPod HiFi, which looks like a toaster oven? the Intel Mac mini with a higher price and integrated graphics? Or maybe overinflated expactations thanks to rumors (and fairly convincing fakes) of a touch-screen iPod, iPhone, Apple tablet, Intel-based iBooks, etc..?

As much as I like following the rumor mill, it’s gotten to the point where the rumors are getting out of hand. Rumors are at the point where, instead of generating positive buzz for Apple, they’re causing increased expectations that Apple simple does not match. “Apple didn’t release a 2 Terahertz Mac mini with Quad Core processor and holographic storage? They’re losing their edge!” The result of these rumors ends up being a negative buzz. Not good. In the case of the last media even, it’s not so much that the new products suck as it is that people--yes, myself included--get sucked into the rumor hype of a movie store or new iPod or DVR. So it’s given that we’ll be disappointed when Apple releases smaller-scale new products instead of launching an all-out assult on the living room. Maybe a press release would have been a better approach for Apple, so we didn’t get overly excited over the last media event?

For what it’s worth, the one thing that disappoints me most is the pricing of the new products, not necesarrily the new products themselves. An Intel-based Mac mini with Front Row, and Apple Remote, and built-in wireless for $499 wouldhave been a great deal, integrated graphics chipset or no (though now it seems the mini is just too small for a dedicated graphics card). I’ll save that for another blog entry, like if I decide to pit the mini against a Windows PC or two. But I digress.

It’s time for the rumor mania cool off. It’s a very, very bad sign when some (but not all) news outlets report rumors as fact. Some media outlets have not done their job and have fueled the fire by running these rumors, presumably in the hopes of having a story,despite the fact that there’s nothing substantiating them half of the time. So much for journalistic responsibility (rumors are not news!). The increased attention on Apple is another factor; what were once the sole obsession of a relatively small group of Mac enthusiasts has now become an obsession of the entire tech industry.

Again, I’ll admit that rumors are fun and generate interest. But I think we are all forgetting that rumors are just that: rumors. Rumors should be taken with a heavy grain of salt, no matter who reports it and the site’s track record. To the readers: go ahead and enjoy the rumor mill, but do watch for the hype and don’t let your expectations go up to the stratosphere. I’m not perfect; need to work on this too. To the press: ease up on the Apple rumor hype. If you’re going to report the rumor, make it crystal clear that it is a rumor. Deal?