How can Apple avoid all the hype generated by the media?

For years, pundits have been complaining that Apple's "we don't talk about future products" stance results in lots of buzz and free publicity. Apple responds by announcing the AppleTV and Apple iPhone six months in advance. Does this reduce the amount of buzz being generated? NOOOOOO!!!

It's the product, Stupid!

The more information Apple releases about the iPhone, the stronger the buzz reaction. Blackfriars' Marketing even publishes a daily iPhone Buzz Index. They say, "...the press is starting to sound like movie critics raving about the latest box office smash. And you know what? That's exactly the type of phenomenon we are looking at".

Like the reviewers that have actually used the iPhone, they suggest that the phone is as good as the "hype" suggests. They continue, "After all, the iPhone faces its "opening weekend" starting Friday, and we'll get our first assessment of public, not paid critic, reaction then. And just as in movies, my guess is that the public reaction will be even more positive than the critics".

I speculate that some people (myself included) expect great things from Apple, and Apple delivers. Pre-announced or un-announced makes no difference.