I know, I know. Apple does indeed plan their marketing efforts carefully, with a lethal precision, starting with this so called "leak", which we all know is staged like a wrestling match. Then accumulating in to tons of speculations among mainstream media. Up until the very last hours before a new carefully crafted Apple product gets launched. Shush! He is about to talk. He, Steve Jobs, is gonna talk about the new product that is gonna shape the industry for the coming years.

When writing this, it's just 3 minutes left before Apple launches the product. Maybe it was because Alan Kay said it was gonna rule the world, maybe it was because I know apple will deliver every time (in terms of quality), I dunno. All I know, is that I am NOT gonna buy the device for any foreseeable future, yet I'm gonna watch it's product presentation.

Other (hardware)-companies need to learn from Apple, and it does not involve making a cheap copy of their products.

Steve Jobs once said that Apple don't do marketing. And in a sense he is kind of right, because what they do, could be considered social engineering. They let the innovators, the techies be their salesmen and disciples. They herd will then follow autonomously.