No, I am not a fanboy speaking here. I am the lone bastard in the world to get a Zune over an iPod sometime back.

I just find it absolutely amazing on how the company keeps quite till the very last moment to launch a new product.

We of course have all these rumor websites which would make a mountain out of every tiny bit of information they can get from any source.

Like we are almost certain to see a new iPhone sometime this month. It would be a surprise if it does not come. But still, Apple has been absolutely quite about it.

Comparing to other companies, we have no leaked photos or specifications. Just rumors.

Apple does not work like other companies. They do not have to. Lack of information gives them the hype, the publicity. Other companies would leak information hoping to get headlines on popular blogs on the web.

No wonder it is said that Apple gets millions of dollars worth of free publicity from people who blog about absolutely no official information. Not enough news becomes news. Just amazing.