What Apple has perfected is how to create a media frenzy and this is no more evident than the release last night of what has turned out to be two or three simple product innovations.
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All Apple had to do was book a conference venue the size of Darling Harbour. Send out invitations claiming that "The Beat Goes On" and the rest was pure Apple academic as the tech, business and mass media went ga ga hyping up the event to the point that one would believe something earth shattering was about to happen. What they got prior to the event was front pages of mass market newspages and web sites, segments on TV shows prior to the event and thousands of gullable US media turning up for the event to drool on everything that Apple CEO Steve Jobs uttered.
