Apple to Unveil New or Updated Laptops on Oct 14

SAN FRANCISCO(Reuters) – Apple Inc will unveil its updated laptops on October 14 andthey may cost less, but analysts say the company’s drooping stock hasalready taken any change into account.

"I think it’s already factored into the stock. People have beenexpecting this announcement for well over a month," said AndyHargreaves of Pacific Crest Securities in Oregon.

The company’s stock was up 1 percent at $90.64 in midday trading,but closed down 1 percent at $88.74 and, overall, it has lost about 56percent of its value since closing at a year high of $202.96 onDecember 27, 2007.

Apple enters the fourth quarter against a background of continuingheadlines about falling stocks and failing banks, and a September inwhich retail sales dived beyond expectations.

At minimum, Apple will use the event at its Cupertino, California,headquarters to refresh its laptop line by updating to the latest chipsand it may also offer new designs.

The Apple invitation said only: "The spotlight turns to notebooks."Occasionally, Apple unveils revolutionary new approaches at suchevents, but analysts shrugged when asked about the possibility.

"You won’t know that until the day of the event," said Tim Bajarin of Creative Strategies in Campbell, California.

Analysts also raised the possibility of a drop in the sticker pricefor laptops that now start at $1,099, more than twice the cost of thecheapest of the Window-based laptops.

Apple chief financial officer Peter Oppenheimer opened the door tospeculation as long ago as July 21 during a discussion of the company’scomputer line.

The executive said the company introduces "new products thatinitially cost more because they deliver an entirely new level of valueto the customer. Then we ride the cost curves down with valueengineering and volume manufacturing, leaving us far ahead of ourcompetitors."

Bajarin was cautious and stopped short of forecasting price cuts.

"It’s a possibility. We don’t know that for sure," he said.

He said Apple emphasizes design and functionality, "but clearly theyhave become more price conscious as they have become more competitive."

(Reporting by David Lawsky; Editing by Andre Grenon)