By the time you read this, Apple may have launched the 4th-gen iPhone SE… or it may not. Who can say? Unlike a fall iPhone launch, which takes place at a special media event and is therefore flagged a week in advance by a clue-filled invite, we’re told that the new SE will follow the less glamorous route of an emailed press release. Press releases drop into our inboxes with zero notice, often in the window between writing an article and posting it on the website. A really well-timed email can send tech journalists scurrying to the nearest content management system like panicking meerkats.
They may give Apple the element of surprise (and save money on video production and acting coaches), but press releases lack a certain something when it comes to excitement. I complained recently about the injustice of a product as important as the new SE being treated like a coupon offer at your local burrito spot. Events mean hype, and if anything deserves a bit of hype, it’s this strategically vital entryway into the Cupertino ecosystem.
Read more at Macworld.com