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An Apple A Day : Confussion

The market is confused about the future of Apple (NASDAQ:AAPL). After the release of the new iPhone 5s and 5c, the stock tanked, once good sales number were released from this weekend the stock shoot up. Today and yesterday the stock is down. What is an investor to do?

There is no clear direction of the stock, many believe that Apple is having a hard time innovating but one thing can be said is that it still has the cool factor. People still like their products. Is this a good way to decide to invest, you decide? What do you think?