Conjuring Up the Latest Buzz, Without a Word

David Carr had an interesting piece in the NYT yesterday:

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.

That’s the most amazing thing about this run-up to the event. So much written (including several thousand words from yours truly), and Apple has not once said one word publicly about the device.

(I talked to Carr for this piece, and he quotes me as saying that Apple doesn’t “do prototypes”. To be clear, I mean they don’t unveil or reveal prototypes publicly. They of course build many prototypes internally.)

★ Tuesday, 26 January 2010