So this it it. Apple Inc.'s (NASDAQ: AAPL) iPhone is a week away and the media frenzy hasn't subsided. Quite the opposite. I'm not sure what came first, the public interest in the iPhone or the media coverage, but it really doesn't matter now; people want iPhone news and the media is more than happy to provide.

The only thing that is certain at the moment is that Steve Jobs is a marketing genius! How so? Well, there are several phones already out there today that combine some of the main features of the iPhone, some of them even with (arguably) better features, like GPS. Just look at this list of the Top Ten iPhone Killers compiled back in February. Many of the phones listed there have already been released like the Nokia N95. Sarah Gilbert also reviewed a few other super/smart phones that may threaten the iPhone. And yet, no other phone received such attention.

How much media coverage is too much? Slate writer Jack Shafer ends his piece entitled Apple Suck-Up Watch by saying, "And somewhere out there in medialand a journalist will produce such a fawning piece of iPhone worship that the Church of Apple will anoint him a saint." Has the media gone too far? To be sure, some people had had enough and sites like engadget even offer feeds that exclude iPhone and/or Apple coverage.

Question is, though, what to do with your Apple stock, or, if you don't have any, what action to take?