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Everyone wishes they could get the avalanche of press Apple gets everytime they sneeze. Just how do they do it? You could read Joshua Weinberg's 2,475 word story today in AllThingsD.

Or you can read Jordan Golson of Valleywag's much shorter version:

Well-designed products, coordination, theater, knowing the difference between a small announcement and a big one, great product names, secrecy, and prompt fixes to major problems.

We think we've already made that decision for you.