Understanding Apple’s Mastery of the Media ⇥ 9to5mac.com

Speaking of Apple and the media, Mark Gurman’s extensive explanation of the way the company plays with the press is required reading. Linking to it is, I assume, grounds for not receiving any more of the press invites and sweet scoops that I never got anyway. C’est la vie.

Apple’s really good at pushing buttons behind the scenes and, of course, great at working the press post-launch. But I think the aforementioned “historic” teaser on ABC is unprecedented. I’m sure it’s ABC who used the word “historic”, not Apple, but how often does a teaser that strong come along about Apple, and what prompted the use of that word?