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The market moved up a bit today. The Dow Jones Industrial Average (INDEX: ^DJI ) was up 0.07%, the S&P 500 (INDEX: ^GSPC ) 0.21%, and the Nasdaq (INDEX: ^IXIC ) 0.32%. No Dow component gained or lost as much as 2%. With that as context, let's look at the stock everybody was talking about.
Before we get to the main course, though, there were some ancillary company stories out there in the market.
Notorious super-sizer McDonald's (NYSE: MCD ) is adding prominent calorie-count displays to its menus. As McDonald's tries to increasingly capture the healthier part of the fast-food market, it's even thinking of adding grilled nuggets to the menu.
Meanwhile, Abercrombie & Fitch is calling in Goldman Sachs as an advisor. With its shares halved from last October and same-store sales sliding 10% in the second quarter, it appears that investors are getting restless. The rumors circulate around activist investment firm Relational Investors, which had a 3.8% stake at the end of the second quarter.
And Facebook got a rare boost today, up 7.7% to close just under $21 a stub. Folks must have liked what Mark Zuckerberg had to say last night at the TechCrunch Disrupt conference.
All that's well and good, but there was only one company being talked about today: Apple (Nasdaq: AAPL ) , and its iPhone 5 unveiling. Our tech analyst Evan Niu gave a great summary. Although there weren't any shocks, Evan notes that "just because Apple didn't surprise everyone, that definitely doesn't mean it disappointed anyone." Preorders start Friday, with shipments a week later. The coverage doesn't stop here, though. Like a blockbuster movie, everyone wants to know what Apple will gross this weekend.
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