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?