We’re still a little amazed by how often journalists mention Apple—just do a Google News search and you’ll see what we mean. The company’s PR team doesn’t even really need to pitch anyone for all that earned media, right? It’s enough to make you jealous.
A great example: no one knows exactly what the company plans to do this fall beyond releasing yet another iPhone, but they’re all still reporting on the brand’s plans to do something. Apple encourages this rampant speculation by toying with journalists’ desire to break a story—any story.
Here’s the famously press-shy company’s latest release, sent out to tech journos by CEO Tim Cook this morning: