Abstract
"Apple Reinvents the Phone? - Apple published on its website on January 9th 2007, when Steve Jobs, the company's CEO, was presenting his brand new product to the world, at the MacWorld conference in San Francisco, USA. The event resulted in massive media coverage and newspapers described the brand as a revolution. The analysis of the media launch of one of the most awaited products of 2007 presents three major interests: the firm needed to communicate with the general public -potential customers of its products-, but also to "sell? the concept of iPhone to mobile telephone carriers all over the world and therefore increase its power on current and future negotiations. A third economic objective was to incite potential investors to increase their stock value. Kepplinger (1997) stated that journalists present their own interpretation of events, and therefore an event becomes newsworthy as long as the journalists think it is. Over the years, and with the multiplication of media channels, it has become relatively easy for public relations to have specific information published in the news.
