if you own an apple product, if your family buys apple products, if you own the stock, are considering owning the stock or if you own a mutual fund, and who doesn't, be with us for the full hour as apple now shows off its new product line. >> highly anticipated, certainly, that's an understatement. that's why we have brian sullivan outside the conference hall in san francisco. we have a very sophisticated system designed to bring you the latest news and pictures as they happen. so brian, what are we expecting? >> this is going to be a big time event here. maybe we need a giant sledgehammer to smash a screen a la 1984. here's how this is going to work. this is why i walked all the way out here last night. lights just dimmed. al gore seen, we are ready to go. we have a full crew here. jon is going to be sending us information as it occurs. he is going to deliver that information via electronic message to me, and then i will use that to deliver it to you and our audience to make sure that cnbc viewers get all the latest on apple. the expected iphone 5, maybe an ipad mini. maybe maybe grea

, shut your eyes five years and wake up i would say google over apple because apple is a technology company. every six months they have to come up with something new. google is not that. they don't have to continuously innovate. if you think about the great technology companies that existed i will bring up sony or palm or rim or motorola for example what you see is a pattern. they knock it out of the park, everybody has to have their device and suddenly something else comes along. when does that day come for apple? i'm not sure. i would rather own google. i would say you are limiting the risk but trying to take advantage of the ability to sell some of those downside puts. they can be use strategically in situations like this. i don't know there's that much downside risk in google that i feel like i need to cover that. >> my first thought is that there is microsoft and yahoo. you could have said the same thing about them in terms of being comparable to where google is at. i don't know. >> i think the interesting thing -- i think you're absolutely right. yahoo has had a lot of trouble. one th

i want to invest in apple now. redler thinks it's time to tread lightly in apple.the stock pulls back even further and has to do with a pair of key levels. check out this chart of apple going back to december to see where redler thinks apple could be headed. apple has been pounded on iphone sales, the stock is still held above its 21-day moving average. this is an ultra short measure of trajectory. a lot of technicians don't like it. it's too short. apple only tested that level once. as the stock got pounded at the end of the session below the crucial zone, in other words, apple's testing what redler says is the key level and it might be failing the test. apple rebounds tomorrow, it can get back on track. that means that it's passing the test. redler would expect it will continue. the stock could go higher and redler points out that lots of stocks with serious momentum held at this key 21-day level. let's look at google's chart. back on september 12th it pulled back to the 21-day moving average and that average held as it has several times in the past. since then i

apple doesn't play it like that. apple's not about the stock. and that's a long tradition with steve jobs. it's about the product. and if they wanted to manage expectations, they could have said, look, if you just call target and best buy, call all of the companies, we have 15 million. they don't do that. apple doesn't play it the way other companies play it. they don't have to. they are not like any other company. >> there's one other tid bit here. the ft says it's not unthinkable that apple gets added to the dow and people making those choices are different than s&ps involved in the index and that you split like a 3 to 1, maybe, 2 to 1, bring the price down. and also the idea that managers are not as closely tied to the index as they used to be. >> would you rule that out, apple being added to the dow? and i guess the key part of that is apple agreeing to a stock split because that in the past, steve jobs had made it clear that he was not in favor of a stock split and a lot of things, now that steve jobs is gone have happened, a dividend. >> i

for apple, a lot is riding on this launch. the iphone is its best-selling product. >> the iphone 5 drives approximately 70% of the profitability for apple. so this probably their most critical product launch out of all their product lines. and, to the extent that apple only comes out with a new iphone on an annual basis, clearly, this makes or breaks the year. >> reporter: apple shares didn't get much of a pop today, but some of its part suppliers sure did. alvago technologies and skyworks solutions make semiconductors for the device. their shares were up 5% and 3% respectively. several industry analysts predict apple will sell about 50 million iphone 5's in the fourth quarter. but there is one big caveat: whether apple can make enough of the devices to meet demand. erika miller, "n.b.r.," new york. >> susie: those kinds of predictions are juicing up consumer interest in the phone and investor interest in apple's stock. some people call the hoopla hype. others say it's masterful public promotion, but there's no argument over h

apple shareholders happy. but some market pros say it's a stretch to think apple has kidnapped the stock market. >> i would not argue that, as apple goes, so goes the market. i think there's a lot of other sectors that we're also paying attention to. and granted, we've been overweight the technology sector, but we're also overweight things like materials and the consumer discretionary sectors. >> reporter: still, even wren concedes apple's effect on the market is more than mathematical; it's also emotional. which brings us back to the iphone 5, likely to get a good reception tomorrow from techies. but if history is any guide, investors might sell apple shares when the phone debuts. >> we're not so sure to what extent the near-term impacts are going to apple be from a stock perspective. but, frankly, we continue to like the stock right now, despite the fact that we've seen substantial appreciation year to date. >> reporter: of course, the overall market can still go up, even if apple's shares poop out. still, s

i'm long apple stock, protecting myself with apple 655 puts which expire in upcoming weeks. but, again, looking forward, tell me what the numbers are going to be in january, tell me what the numbers are going to be in april of 2013 on iphone sales. that i they're going to be off the charts, expand, that's why you're buying it. >> i would say one thing. sorry, i know we'll get to simon, but the problem with buying them recently is, you are buying now that the storm is in front -- >> when you say buying them -- >> you can't be buying puts now because now you're paying an absolute premium. you're buying those puts right in front of the hurricane that's coming in front of you. you need to be positioned before today, before yesterday, before this week. you couldn't be buying now because you're paying an excess premium. we're talking about implied volatilities in the 40s in the weeklies, in the mid-30s in the rest of the month. and you're talking normally volatility's closer to the low 20s. you've got to be correct on that volatility right now otherwise you're going to be in a hur

apple pie, big sheik antique bowls of wooden apples, read and golden, apples pencils, produce framed on the library wall, texas vegetables from the rio grand empire. i am an american first, then a texan he would say not understanding he sounded like auggi march. the clues are there, i later realized. a man's fate is his character. you always have to show off and tell us what you know, carl said. i'll be in washington next week i say. i have an interview, i have to close of peace. you promised me, you said you would stay away from washington state. you sat right here and said you would not go to the cascades. he yells as loudly as i have ever heard him. washington, d.c. i shout back. i have the trait as well. [laughter]. >> as you are thinking about that, i would like to ask you to give us one more. there are 2 completely surprising and interesting substories woven through this narrative of your brother, 1, your fabulous aunt character in mexico getting frosty into mexico and running around with frita caller and your discovery of apples? >> this is astonishing, are we talking about th

but beyond the apple iphone 5 has apple ran out of am mow? or could a possible ipad or apple tv? debate. olaf's pizza palace gets the most rewards of any small business credit card! pizza!!!!! [ garth ] olaf's small business earns 2% cash back on every purchase, every day! put it on my spark card! [ high-pitched ] nice doin' business with you! [ garth ] why settle for less? great businesses deserve the most rewards! awesome!!! [ male announcer ] the spark business card from capital one. choose unlimited rewards with 2% cash back or double miles on every purchase, every day! what's in your wallet? when we got married. i had three kids. and she became the full time mother of three. it was soccer, and ballet, and cheerleading, and baseball. those years were crazy. so, as we go into this next phase, you know, a big part of it for us is that there isn't anything on the schedule. analysts, i have, too, that 50 million iphone analysts combined is what the analyst community wants to see in the calendar fourth quarter. that's a big number. >> that is a very big number. you have to imagine

the way to compare apples to apples so to speak when you're comparing apples to googles is to look at that p/e ratio on next year's numbers. what's the market paying for the future profit streams of the two companies? google selling at 15 times next year's earnings. apple selling at 13 times. when you stloe in the fact the analysts believe google will grow revenue slightly faster than apple, i'm calling that a push. all that said, if you were to put a gun to my head and ask me which one i like more at these prices, i would say first, put the gun down. google versus apple puzzle ain't worth die for. but i've got to tell you, it's becoming a lot harder to own apple than it is to own google. you know what? i think that's the real issue when you compare them right now. the reason -- it's because the expectations for apple have gone completely and utterly insane. what people demand of apple at this point is quite frankly ludicrous. google no, one even seems to care that much about expectations. the run at apple is about as in your face as it gets. but google has been having a stealth rally

all the focus is on apple.od amount of attention paid to this quad witching day down here on the street. some unusual activity. >> we've got a lot of folks that are in here of course shoring up positions that expire today so they've been rolling out throughout the week into next week and into of course october and november options. more and more people want to set up for the election are going to be in the november options, scott. so those that aren't already listed come on next week. >> i think it is generally been a positive day for the stock market quad witching days. >> it's interesting to me, it feels so much quieter today in terms of volumes than the normal quad witches which we've seen which use to be big events. people come in and take the opportunity to get investing. >> mondays are usually down so maybe today you want to sell the market, buy it back on monday. other than that, emc on all this cloud storage, stay long. >> that's one of the most interesting stories of this entire run. if we go positive

he suggested that apple is going much higher. last week apple peaked at $500 bucks. saying we have to listen, right? the stock hit a huge milestone last week. he said that the stocks like to shake the tree. it stands to reason that is why the stock is pulling back right now. you need to know how it has made sense to buy the stock in the past. why don't we go to the daily chart. remember when apple reported in late july when the company missed the numbers? that pullback stopped when apple hit a solid four. and after that, it was off to the races. if you look at the course of this r this rally, it shows you how important this is. so many have tweeted me. the first pattern was when apple traded into the gap post other thanning earnings july 27th. showing power and tremendous demand. it turned on people and it has been put on sale because it had blown up after the quarter. the second buying pattern when apple cleared $618. a higher high. because it came out ahead of head and shoulders. after that you caught another leg higher and a third pattern when apple took out the h

as far as apple is concerned i think the interesting thing is apple has a history of running up into a product announcement and selling off or under performing. obviously the iphone 5 will be such a blockbuster that they will break that. there are probably hedge funds that are caught short here who are anticipating that or planning to get well this quarter. they are throwing in the towel. they are paying $700 a share. >> how earth shattering? apple topping 2 million in the top 24 hours. 23 iphone sales per second. can you imagine that? for more on apple's moves let's bring in the head of the technology research team. your price target is 710. are you feeling low right now? >> obviously since upgrading many years ago we have been having to take up the price target every since. we will see how the opening weekend comes this weekend. at the end of the day i think numbers are moving higher. >> you are a little more conservative when it comes to the range on the streets. what has you concerned? you sound open to raising the price target but what has kept you back? >> basically supply. the

apple with their map, apple and video, there's convergence. they come at it from the least demon advertised portion. they have a lot of distance. >> we're going to look at the apple website, did you say? okay. very good. thank you, gentlemen. >> thank you very much. >> we are looking at a market that is hugging the flat line. no surprise as we await the fed results, tomorrow, bill, about this time. 2:00, actually, we'll get the details. >> i wouldn't be surprised if we're unchanged going into the close here, right? >> that's exactly where we are. >> plenty of people have been expecting a sell-off after the fed announcement tomorrow. maybe they're fading that. >> meanwhile, we're in the final stretch. 50 minutes before the closing dell. nasdaq composite here, negative. although certainly some bright spots. >> and don't go anywhere. we are just getting started. much more ahead on another busy addition of "the closing bell." display coming up, better dead than fed? leadership thinks the central bank needs to stop metaling with the economy. ron an

is apple. but i feel we only have a strong derivative play today. my question is in swks. they reduced the footprint of the iphone 5, although not as much as some anticipated, which caused a pullback this past week. >> you know, look, i got to tell you. i was back and forth with it. stephy link was on with scott today. now the stock may be down enough to own it. my friend was saying that this is way overreaction. swks up less than down. david aldridge is a good man. why don't we go to elliot in pennsylvania. elliot? >> caller: hey, jim. thanks for having me. my question is kb homes is up over 150% in the last period. nvr is up 41% with earnings per share over $27. why do you think npr's stock price is lagging others? >> people don't like an $800 stock. it's a very illiquid stock. people can get in, but they can't get out. now, i know that sputz don't mean anything. can i go to kevin in connecticut, please? >> caller: first time caller, longtime fan. >> terrific. >> caller: the insurance bureau

, two dozen apples. there is an unlimited amount of wealth in this country could be producing. i fear it's a better business environment, it's better economic climate that we need to get folks producing and make more miracles like apple does. >> cheryl: tracy, do you agree with jonathan or disagree? >> i think it's more about how anemic the numbers are, cheryl. they're so bad these days, that even if you go out and buy one phone, you're going to move gdp because people are sitting on their hands notle to do anything. look, what happened the other day with ben bernanke and him pumping more money into this economy is a sign that he thinks capitalism doesn't work. that's wrong 'cause apple is going to make a difference. people are going to keep buying these products. and ben bernanke is going to continue to deflate our dollar. >> cheryl: sally, what we need is more apples, then, we need more companies. >> yeah. there is a sort of built in paradox to what jonathan and tracy said. clearly apple is succeed not

i love google maps on apple. but it doesn't seem to have any -- well, it's not -- >> sparing. >> this is a remarkable thing and it's going to help the gdp. >> the front page of the journal, as jim said. "l.a. times" calls this the biggest failure of io6, calls some results absolutely horrible. and i wondered this morning on twitter whether or not we would be making such a big deal of it if is there hadn't been a relative job disappointment, as well. >> i think everyone is waiting to see where the vision ends. we know that jobs hated google. so this is something that was necessary to fulfill the vision. yes, we read all these things about bad, bad maps. remember the phone came out that had the bad antenna? apple can adjust. but right now, i don't want to cancel my contract. i don't want to break my contract. >> there's a financial cost associated with a bad maps app. about 25% of the mobile ad revenue that was spent on mobile ads were spent on things connected with maps last year. >> it's really important. >> so i

to apple stock? the stock is about $11 away from its all-time high of $680. what do you think, what are you expecting for this stock? >> this stock, i mean, earnings have continued to ramp up, so it's still trading around 10 times net of cash when you look at four quarters. obviously iphone is the biggest driver and that is going to continue to drive up just like the last year, i think the stock will start another run, once we see people line up for this phone. but they also have other things in the pih ipad, apple tv, strong pipeline for the next few quarters and that in totality and the entire system of devices will drive the stock higher. >> susie: you mentioned the ipad. a lot of people were expecting a new mini ipad to be announced today, it didn't happen whamt are you expecting when it does happen, what kind of ipad and how important is that going to be for apple and for its stock? >> i think the majority of us including myself did not expect an ipad to be announced or what's called the mini ip

apple's big event kicking off in moments. we're expecting a new iphone, your screen, faster service, new connector. joining us from the unofficial apple weblog. apple is the largest holding of all stocks in this client portfolio. speak to a lot of people use pandora internet radio on the iphone but competition is getting tougher. reports apple could be moving in. talking to the cofounder later this hour. melissa: serious news, the middle east unstable as ever. a shocking attack in libya, an attack that claimed the lives of ambassador chris stevens and three members. melissa: time for stocks first every 15 minutes onl on the flof the new york stock exchange or nicole petallides as always is standing by. nicole: the euro moving to the four-month highs. the top court ruling in germany basically says they will back the euro zone, will be there for the emergency fund. protected for more money, so that is basically the understanding. our market here at home, an up arrow across the board. up fractionally a quarter of a percent in th

apple pie, big sheik antique bowls of wooden apples, read and golden, apples pencils, produce framed on the library wall, texas vegetables from the rio grand empire. i am an

yes, apple is widely owned. it might affect apple.g into obviously the busiest time of year. the fall period, the holiday quarter, the new product announcements that are coming. i think that's going to overcome the skiddishness people have. last year, remember, from november to march, the stock basically doubled. >> eric, we got to know you because you being outspoken in yahoo!. yahoo! news out suggesting they're very close to 20% -- they're sale of 20% of alibaba. are you surprised they aren't going to return that to shareholders shareholders? are you still constructive on that stock? >> absolutely constructive. there's nothing built into this stock. you're getting this stock for purely a discounted value of the asian properties. there's a negative value currently on this operating business. i think marissa meyer will do much better than running a negative operating business. so, i'm very constructive. the deal should happen by wednesday. alibaba should approve the deal on saturday. they're selling after their stake, keeping some of

apple close to 700. yeah, that may sound pricey but we are going to show you why apple may still be a bargain buy. >>> if you're worried about your retirement, please, sit down. new guidelines might just send you over the edge. we will tell you exactly how much money you need to have to retire. >>> the down and dirty truth about america's jobs crisis. the dirty jobs guy himself, mike rowe is here, he will tell you why it is time for all of us to get our hands filthy. >>> and zombies r us, the one-stop-shop for all your zombie needs. mandy will be back tomorrow. get jackie deangeles for your market headlines. >> markets slightly lower at this house, uncertainty over europe and lower profit forecast from fedex impacting momentum today. doubt teetering between positive and negative territory. keep in mind it has closed lower only three times this month. mean time, the s & p lower, retreating from the 4 1/2-year high it reached just last friday of last week and the nasdaq trading in a tight ten-point range t

apple replaced google maps with apple maps but the apple app is tphroupbd dering so badly some are mockingt on social media. ceo tim cook issued apology today to the millions of iphone 5 users because of apple maps. customers are complaining the problems with the map app are all over the place. fewer details, lacking public transit directions, misplaced landmarks just to name a few. tech analyst says it is a problem but not for long. >> it is a short term embarrassment. they released apps before it was fully baked and i think they did apologize for that and should have. in the end apple is going to be fine. >> reporter: he says apple maps isn't a bad app he has been using it since the iphone 5 came out and hasn't gotten lost yet. tim cook is telling customers to download map apps from the app store or use google by going to its website and creating an icon to your home screen to its web app. >> this may be a good opportunity for people to realize there are a lot of great mapping apps besides google and apple, which is not so highly rated at the moment. >> reporter: how long will apple be t