Most companies mount serious PR campaigns whenever they introduce a new product; otherwise it could go unnoticed.

That's not the case with Apple. As CNET News explains, Apple usually doesn't say anything at all until a product is ready for release. But since the FCC publishes specs on all new cell phones in advance, Apple had no choice but to introduce the iPhone in January before it was ready.

Still, all they did was the usual Steve Jobs introduction at Macworld, plus release some videos and commercials more recently. And that, as we all know, was more than enough.

Apple basks in iPhone buzz [CNET News]