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Lai See

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Why you can trust SCMP

Apple fans and partners kept salivating for latest iPhone

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Steve Jobs is not known as a marketing genius for nothing. For one thing, he knows how to keep his fans hungry and feed them what they long for.

Apple's media strategy reflects just that. Unveiling his company's latest iPhone to take on the third-generation mobile arena, his public relations troops tried to keep everything under wraps until after Mr Jobs began his speech.

By the end of his spiel, we figure 21 news releases, including 17 joint announcements with various mobile operators in different continents, were posted on Apple's website.

Widely expected to be a hot product, Mr Jobs pledged that the new iPhone would be twice as fast with internet access but at half the price. It is obvious the new MobileMe service was designed specifically to challenge BlackBerry.

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Given that most 3G phone launches tend to be disappointing, we have tried to anticipate what would happen with the July 11 global launch by talking to our Asian telecommunications sources, some of whom are Apple's working partners.

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