Read! … iPhone and embracing the digital book …

Apple Didn’t Leak The iPhone – And Why That Matters
By Joel Johnson on April 21, 2010 at 6:20 AM

A controlled leak? The lost iPhone planted by Apple? You have no idea how Apple PR works – and how, like it or not, Gizmodo finally beat them at their own game.

The only way the iPhone 4 was a controlled leak is if Apple has completely upended its PR strategy, which is the envy of the entire business world. The only way it could even work, presuming it were true, would be the destruction of a decade of meticulously laid plans. It would be cashing in all the marketing chips for no clear gain; Does anyone really think the iPhone 4 wouldn’t have been a huge story on its own in June?

http://www.gizmodo.com.au/2010/04/apple-didnt-leak-the-iphone-and-why-that-matters/

Essay by Craig Mod (republished with permission):
http://www.gizmodo.com.au/2010/04/embracing-the-digital-book/

Craig Mod is a writer, designer, publisher and developer concerned with the future of publishing and storytelling. He is co-author of Art Space Tokyo, an intimate guide to the Tokyo art world. He is also co-founding editor and engineer behind TPUTH.com, co-founder and developer of the storytelling project Hitotoki, and frequent collaborator with Information Architects, Japan. He’s lived in Tokyo for almost a decade and speaks frequently on the future of books and media.
via Kim