Of course Apple is advertising, but sheesh, it’s certainly more the media building this launch up and doing most of Apple’s advertising for them, gratis.
I think the word, “hype,” however, is a but understating given the sheer saturation of iPhone stories this week. It feels more like a palpable mania. Every little nugget of details that releases sends the media in to a tizzy and Apple, Inc.’s stock price into wild fluctuations. Just wait until the first official reviews come out around 9 pm this evening…oof.