this marketing campaign seems eerily reminiscent of the PS3. letting the product sell itself without much fanfare, buildup or media coverage. of course, we know how that situation played out. let's hope the supply rumors are true or apple is in-for-it if they don't have the readiness of 3M units in the pipe.
let's see some review units out there, even with apple representation, explaining things - ballparking features on the morning tv shows, going to dj's, etc. if the supply is there, they can totally provide promo copies to selected people, get the buzz going. the buzz is there for the fanboys and purists, but i'm going to summer school at UM (Univ of Miami) right now and no one seems to know about the launch or care - they're just happily texting away.
i don't want my favorite computer-maker to die because they were too tight with the info on a cellular product launch.