John Martellaro on How Apple Does Controlled Leaks

Former Apple marketing manager John Martellaro:

Monday’s article at the Wall Street Journal, which provided confirmation of an Apple tablet device, had all the earmarks of a controlled leak. Here’s how Apple does it.

Update: To be clear, I’ve never gotten such a “controlled leak”, nor do I know anyone who has. I think you can count on one hand, with fingers to spare, the reporters Apple does this with. I’m not even sure there’s anyone other than the WSJ.

Wednesday, 6 January 2010