The big institutions typically use the news hype for liquidity to sell the stock and lock in profits you'll often times see the stock actually go down on the actual news as like has already been said they have already anticipated the release of the new product.

Apple had done the whole buy the rumor, sell the news bit many times in the past. It's best just to daytrade the stock around big news events like that as it's hard to predict the over night price action / gaps.