Apple's public relations (PR) department is probably the best in the world - certainly more impressive at shaping and controlling the discussion of its products than any other technology company. Before customers get their first chance to see or touch a new Apple product, the company has carefully orchestrated almost every one of its public appearances: controlled leaks and advance briefings for favored writers, an invite-only media debut, and a special early review process for a group of pre-screened, known-positive writers. Nothing is left to chance, and in the rare case where Apple doesn't control the initial message, it remedies that by using proxies to deliver carefully crafted, off-the-record responses.
A well-written article by Mark Gurman, detailing Apple's PR practices. Especially the parts about how Apple carefully manipulates journalists, bloggers, and newspapers is very interesting. We all know that they do this, of course, but it's great to see it all penned down like this.
It's a long read, but definitely worth it.