'Something in the air' at Apple
Speculation over what will be revealed at this year's Macworld has the tech industry buzzing. Dan Grech reports Apple thrives on this kind of pre-show hype, using talk as part of its market research.
Apple's Steve Jobs unveils the iPhone at Macworld 2007. (Tony Avelar/AFP/Getty Images)
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Scott Jagow: This morning in San Francisco, Apple CEO Steve Jobs gives his annual keynote at the MacWorld Expo. It's one of the tech industry's most anticipated product announcements. Last year:
Steve Jobs: Today, Apple is going to reinvent the phone.
So, what's is gonna be this year? Marketplace's Dan Grech reports.
Dan Grech: The slogan for the 2008 Macworld Expo is: "There's something in the air." That has set off Internet speculation that Apple CEO Steve Jobs will unveil an ultralight laptop.
Joseph Jaffe: Before he even steps up to the plate, the world is buzzing with speculation.
That's Joseph Jaffe, author of "Join the Conversation," a book about the rise of conversational marketing. He says Apple uses this speculation as live market research -- that way ,Jobs can tailor his keynote address to maximum effect.
Jaffe: They've been very, very smart about being able to use that point almost as a ripple point or a pinnacle -- a conversation catalyst, in a sense.
Apple is also expected to unveil plans for a digital movie rental service on iTunes and an upgraded iPhone.
I'm Dan Grech for Marketplace.
