Apple, the creator of iPod, has received "unprecedented attention" for its new gadgets, it has been reported.
When the group showcased its iPhone at the Consumer Electronics Show in Las Vegas, Harvard Business School professor David Yoffie said: "No other company has ever received that kind of attention for a product launch. It's unprecedented."
He added that the "avalanche" of headlines and television coverage surrounding the iPhone has generated $400 million (£206 million) in free publicity.
Meanwhile, former Apple marketing executives spoke to USA Today about the group's lessons for effective PR.
Creating "groundbreaking" products, keeping the style simple, releasing "cool adverts", surprising people and setting up retail stores in metropolitan areas are all marketing examples set by Apple in its launch of the iPod, Jefferson Graham wrote.
In related news, Newsweek journalist Levy has written a book entitled The Perfect Thing: How the iPod Shuffles Commerce, Culture and Coolness, analysing how the device became "a near-universal object of desire", Asian Journal reported.
© 2006 Adfero Ltd
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