Its all an expectations game perpetuated by greed. The market makers are betting on and against apple. You dont know which way they will try to swing the share price, but be sure it will be the way for their max profit. If you happen to be on their side of betting, you win unwittingly and enjoy the gains thinking it was your brilliance.
Why do you think apple has been praised and taken down by planted stories in the last few days before earnings. If you are long term investor, stay calm and keep thinking long. Short term traders, you like living on the edge but thats where the most rewards are, good luck.
Actually through the pontificating (my favorite thing to do by the way) there is wisdom here. Im betting that short term we are going up. Why, because the MM cant control the upward volume. Im betting as they spread their negativity they are buying calls. It don't make sense that they would buck the tide just use it. So drive it down, buy and ride it up. Am I right, who knows but I'm a betting man. :)