Writing for NY Times, David Carr pens a piece on how Apple approaches PR when it comes to generating publicity in the lead-up to product launches. In a sense Apple doesn’t do a thing until the product is out, and Carr compares that strategy to the way magician’s build anticipation to their reveal. As one interviewee shares with Carr, referring to Apple head Steve Jobs, Steve creates a black hole and then fills it in with stars. Even David Blaine chimes in on Apple and Jobs grasp of showmanship. It’s a fitting piece, one posted by the paper earlier this week as Apple had again managed a media frenzy about a new product being unveiled today.


Read the article at NY Times.