Will Apple's Reveal be More Marketing Magic?

Conjuring up the Latest Buzz, Without a Word

by David Carr; New York Times

This Wednesday, Steven P. Jobs will step to the stage at the Yerba Buena Center for the Arts in San Francisco and unveil a shiny new machine that may or may not change the world.

In the magician’s world, that’s called “the reveal.”

And the most magical part? Even as the media and technology worlds have anticipated this announcement for months, Apple has said not word one about The Device. Reporting on the announcement has become crowdsourced, with thousands of tech and media journalists scrambling for the latest wisp and building on the reporting of others.

However miraculous the thingamajig turns out to be — all rumors point to some kind of tabletlike device — it can’t be more remarkable than the control that Apple and Mr. Jobs have over their audience. Click here to read more.