In his article titled The Apple Polishers, Jack Shafer tries to decode the popularity of Apple and its products among the seemingly ‘hardened’ press people.
He says,
“The inordinate amount of attention paid to Apple’s launches must be, in part, a function of the company’s skill at throwing media events, stoking the rumor mills, and seducing the consuming masses. All this, plus the chatter-inducing creativity of Apple’s ad campaigns, and its practice of putting its machines in pretty boxes make writing about Apple products more interesting than assessing the latest iterations of the ThinkPad or Microsoft Office...
Another thing that sets Apple product launches apart from those of its competition is co-founder Jobs’ psychological savvy...”
