Apple (AAPL) scrip closed Sept.5 at $670.23 losing $4.74 ending 0.70% lower than the previous close. In the after-hours trading, the stock witnessed another negligible dip to $670.20.

The marginal fall indicates that Apple is not heavily impacted by the new phone launches from Nokia (NOK1V), Motorola [a unit of Google (GOOG)] and Samsung (005930). While Nokia and Motorola together launched five phones Wednesday, Samsung unveiled ATIV S Windows 8 phone Aug.29.

In contrast to its rivals, Apple has maintained a quite front on its next generation phone release though industry is hoping that the much-awaited Sept.12 event will see the unveiling of the new iPhone, largely viewed as "iPhone 5". Though reports of leaked phone images and accessories are making news, Apple has not yet given in to temptation and made any announcement except for formally sending out invitations for the event.

However, analysts note that if Apple releases the phone Sept.12 and facilitates handset shipment Sept.21, it will be a huge boost for Apple's fourth quarter earnings. 

Earlier, Gene Munster, analyst, Piper Jaffray, stated that the probable launch of "iPhone 5" Sept. 12, might add six to 10 million iPhones to Apple's Q4.

Follow us   Follow @IBTimesUK

"We believe if iPhone 5 launches in September, Apple could sell 26-28 million units in the quarter (this takes into account iPhone sales slowing dramatically from September 12-20, which is announcement to availability)," Munster said in a note to clients.

The marginal fall in Apple stock has to be viewed against significant loss in rivals' scrips. Nokia (NOK1V) closed down 12.95% Sept.5 at Euro 1.99 while Samsung (005930) lost 2.38% to close at 1189000 KRW and Google (GOOG) ended 0.05% lower at $680.72. Shares of Microsoft witnessed a marginal gain of 0.02% to close at $30.39.

This shows how Apple's competition has a lot of catching up to do in terms of technology and speed of handset introductions, the Wall Street Journal has noted.

Matt Murphy, partner, Kleiner Perkins Caulfield & Buyers, has noted that Apple's advantage happens to be with production of one phone in comparison with multiple phones launched by the rivals. "Going all in on one product and executing flawlessly has certainly been a huge advantage," Murphy told the  Wall Street Journal.

Nokia launched Lumia 820 and 920 phones with Windows 8 operating system Wednesday while Motorola unveiled Droid Razr M, Razr HD and Razr Maxx HD running on Android operating system.

Nokia's phones are likely to hit select markets in the fourth quarter. Motorola's Droid Razr M will be available Sept.13 while other two models Razr HD and Razr Maxx HD are likely to be made available before holidays, the Wall Street Journal has stated.