Cupertino (CA) – Apple quashed rumors that suggested new iMacs may be released next week. In a conversation with Macworld, the company said that its holiday lineup is “set”.

Apple rarely comments on product rumors and even a “no comment’ is difficult to squeeze out of Apple PR people at times. In that perspective, Apple’s decision to comment on the most recent iMac rumors is not only rare but a move to go beyond that “we do not comment on rumors” phrase is very unusual. Apple spokesman Bill Evans told Macworld that “[Apple’s] holiday line-up is set.”

A strategy to leave the iMac alone may not be entirely surprising since there isn’t a lot of new core hardware the iMacs could benefit from. More memory, different graphics and more hard drive space and that would be about it. However, refreshed iMacs have always been sales drivers for Apple and the company may miss an opportunity for Christmas.