Covering Apple's every move

Jim Kerstetter of CNET.com writes about the rumor mill circulating around Apple products and why reporters chose to write about the whispers.
The most recent example is the speculation that Apple will finally showcase the new 3G iPhone launch during the June 9 keynote address at Apple's Worldwide Developer Conference in San Francisco.

"Yes, Apple gets lots of free publicity. In fact, Harvard Business School professor David Yoffie estimated last year that the iPhone generated $400 million in free publicity for Apple. A little embarrassing for those of us in the news business? Sure. But as reporters covering the technology industry, we're as curious as you about what Jobs has up his sleeve. So we'll stop writing about it when you stop reading about it and Apple stops producing interesting stuff--none of which anyone expects to happen anytime soon."

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