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  • Newsletter Issue #848: Is This Enough for an Apple Event?

    February 29th, 2016

    As many of you know, there are certain news outlets that have a lock on getting interviews and advance information from Apple. If they ask to speak with Tim Cook, more than likely he’ll respond favorably. When journalists are brought in for background briefings — where Apple reveals future plans without direct attribution as “informed sources” or “sources close to Apple” — they will be included.

    This special access extends to new products. A handful will ship to reviewers ahead of going on sale in order to create a buzz. Other reviewers not on this preferred list are considered later on in the food chain, if at all. But Apple is entitled to make its own decisions about such priorities.

    So there’s a report from one of those reporters close to Apple, Kara Swisher of Re/code, that a media event will be held the week of March 21 to introduce some new Apple gear. A previous rumor pegged the date at March 15, but since it was never confirmed, it doesn’t matter. And rather than rent a special auditorium in San Francisco, it would be held at the Town Hall in Apple’s Cupertino, CA campus, which may indicate the announcements are not necessarily significant.

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