[s4sharpie]

qualification: I am not an Apple Fanperson

What is utterly amazing is the Apple marketing engine. They have created (again) an amazing amount of buzz without any traditional marketing (if anything eschewing traditional channels). Probably so many lessons to be learnt here, but the one I think is most key is how they are completely turning release marketing on it's head. Traditional marketing would have leaks, pre-release interviews, teasers, celebrities getting access to a pre-release version. They do the opposite - nothing. In an insatiable world demanding instant news and updates, conventional wisdom suggests this should not work ... but it does, spectacularly so.