I have never seen another company that is able to come close to apple in terms of iBuzz TM or “buzz ratio” TM (defined as amount of buzz generated / value of the product being launched) – I don’t know how they do it but they do. Their approach to product launching is nothing short of “magical and revolutionary” even when their products are not.
Take the iPad for example – there is not a soul that hasn’t heard of it today, it’s unveiling easily eclipsed some “not so important” stories like the State of the Union, the Davos Forum or the Feds meeting to name a few. So, what’s so “magical and revolutionary” about the iPad? Well, it’s thin the “master” said, you can customize the background to your liking and you can turn the thing sideways… really!
So, how can Jobs get away with telling us that we will be able to change the background on this “ground breaking revolutionary” computer? Would he be able to generate this kind of buzz the next time around when he takes the iPad and makes it iPadXL? The reason says no, but, he has proven time and again that he is able to defy reason, he has the magic and can make us drool in anticipation every time!