FORTUNE — “When is the worst time to launch a phone?” Topeka’s Brian White asked in a note to clients Wednesday.

His answer: “When Apple does.”

Sure enough, although Nokia NOK and Google’s GOOG Motorola division launched new smartphones Wednesday and Amazon AMZN introduced a new Kindle Fire tablet Thursday, none of them managed to overshadow investors’ rising enthusiasm for the new iPhone Apple AAPL is expected to unveil next week.

In the face of the new competitors — not to mention Samsung’s Galaxy S III, which continues to drain market share from the iPhone — Apple closed at a new all-time high* of $676.27 Thursday, up $6.04 (0.9%) for the day.

*Apple briefly hit an all-time intraday high of $680.87 on Aug. 27, the first trading day after the Samsung verdict, but closed that day at $675.68.