Combine that with the intentional media leaks the company supposedly makes - dropping a nugget of unsourced info to a reporter here and there - and it’s pretty clear that the rumor cycle is anything but accidental.
From those cryptic media event invitations to the PR department’s notorious “no comment” comments, those guys aren’t so big on sharing info outside of their planned galas.
Think about it: It’s no secret that Apple loves secrets. And, for lack of a better analogy, we’re all the cinder blocks.
HYPE MACHINE HOW TO
Love it or hate it, that organization knows how to build buzz. Ultimately, Apple has created a self-propagating media monster - a move that, as I’ve pointed out previously, is truly a sign of the company’s marketing savvy. Follow many tech journalists on Twitter, and you’ll quickly learn that they’re just as tired of writing it. Look in the comment sections of most tablet speculation stories on or other tech sites, and you’ll find gripe after gripe about the analysis of thus-far-nonexistent technology. That raises the question, then, of why writers keep churning out this content ad nauseam when there’s nothing solid to actually say. Will the Apple tablet be good for business? Or will it be bad for business? Will it be a Kindle-killer? Or will it be a total flop? You’ve seen the same headlines I have, and - gauging by the consistent threads I see every day in online forums and on Twitter - you’re just as sick of them as I am.
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