A timely Apple reality check
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.
“Other companies put things in beta, let people try it out and then bring it out,” said Steven Levy, a senior writer at Wired. “With Apple, they say nothing, build the suspense and then say: ‘Here it is. You may discuss.’ Other companies don’t have the discipline, the heart, to do that.”