So Apple’s iPad (stop with all of the juvenile jokes, please) is just the latest example of the aforementioned “controlled leak.” For the past several weeks, the rumors have been building that Apple was going to announce a tablet computer. I guess it goes without saying that the Apple junkies were scouring the Interweb for more details, but surprisingly, I found myself on the edge of my seat waiting for the big announcement, and I’m not even a huge Apple fan or technology lover.
“Will it be announced Tuesday? What will the features be? Will it look futuristic? How much will it cost?” They got me. All of the media buzz had me anxiously anticipating the splashy, official announcement.
So who’s the Apple “leak” – the insider? I imagine that it’s an Apple employee with a dark, ulterior motive to hand over top secret information. I’m thinking about a 2 a.m. meeting in DUMBO (Down Under the Manhattan Bridge Overpass) – where two 1995 Lincoln sedans with tinted windows pull up, turn their headlights off – as the setting for this scandalous information exchange.
Yeah, not so much (damn!). It’s really just Apple’s PR team calling their journalist friends and letting them know. The most basic of PR tactics. A call to a reporter.
I won’t debate the pros and cons of leaking information to gauge interest, generate buzz, etc. (Although leaking a price point of $1,000 and then releasing at $499 makes Apple look sooo generous! Gee, thanks Apple.). The point is that sometimes, in a world of tweets, blogs, lifestreams and status updates, it’s nice to be reminded that great media buzz can be generated by a simple phone call.
Although if you know me, you also know that I will do whatever possible to avoid the phone. (Reminder to myself … read Jane’s post about breaking this habit.)