Apple's Buzz Machine Hits Overdrive

Sept. 12, 2006 — -- Whether Apple announces anything of interest at its much talked about news conference today is almost irrelevant, considering the enormity of the hype the company has generated just by sending out the invitations.

"Apple is so good at creating buzz that when they sent out the invitation last week to press and analysts about an event they were having this week, the invite alone made news," said Michael Gartenberg, an analyst with Jupiter Research.

Though speculation has been flying for a couple of weeks about a number of possible Apple announcements that would justify all the excitement, Apple's ability to leak out just enough information to whet appetites, but still get butts in the seats at its news conferences, is an enviable skill the company seems to have mastered.

Through some educated guesswork and a hint from Apple, which included the word "Showtime" in big Hollywood lettering on the event invite, experts are assuming that Apple will announce the addition of full-length movies to its iTunes download service.

But the art of silence is one the marketing gurus at Apple know well, and analysts admit that while guesses and analysis serve them well with many companies and industries, with Apple, they know nothing.

"Even when people think they know the story, they don't know the whole story. And sometimes, they're completely wrong," Gartenberg said. "Perfect example: Last year everyone was expecting to see a refresh of the iPod, but no one was expecting to see the Nano."

The ability to pull a rabbit out of the proverbial hat is what keeps journalists and industry experts buzzing over what could be.

But as much as Apple's buzz machine is fueled by the hype-filled conjecture of those who cover the electronics business, it's also the brand's rabid fan base.

"First and foremost, people don't just buy Apple products, they live Apple products," said Stephen Baker, an analyst with the NPD Group. "They make unique things. It's a lifestyle as much as a piece of electronics, and that generates [a] lot of interest among people."