Only Apple can turn a cryptic invitation into an avalanche of free publicity. Delivered to select members of the media, Apple’s most recent invite featured an image of a guitar with an Apple logo for the sound hole and noted that a special event would be held on September 1. As usual with Apple, the media and blogging world switched on the discussion afterburners and tried to decipher what the invite signaled in the way of new products and services. A revised iPod touch with most of the features (besides the cell communication capability) of the iPhone 4 seems a safe bet, given the musical theme of the invite’s imagery and the fact that Apple has updated the iPod often during this back-to-school and pre-holiday time period. Other rumors include a major revamp of Apple TV (with a new TV show rental offering), an iTunes subscription service, and an operating system upgrade for the iPad (the device is still running the 3.x version of iOS unlike 4.x on the iPhone 4).

Whatever the company ends up announcing, the nature of the invite and the massive reaction is unique to Apple. Other companies also try teaser marketing campaigns, but their efforts at mystery usually underwhelm in terms of pre-event anticipation and in the reveal of the product or service (think RIM’s Torch event). Why? Because there is an amazing multitude interested in Apple or the impact of the company’s activities that drives the free PR bandwagon. Members include:

• Apple lovers and likers. These folks, some more extreme than others, are into Apple products. They either own them or aspire to own them.
• Apple haters or dislikers. This vocal group either dislikes all things Apple and Steve Jobs (“iPads are toys,” “Steve Jobs is a tyrant,” “I could build a PC for half the price with much better performance,” and “Apple’s App store policy and Flash bias is intolerable!”) or is simply tired of hearing about the company and its products.
• Tech reporters and gurus. These folks live and breathe technology and genuinely are interested in new products and services, even if they have a bias one way or another.
• Writers with idea or story blocks. Sometimes its hard to find something to write about, whether you track enterprise technology or general business events. Apple makes it easy to fill your word quota for the days leading up to the event, the day of the event, and a few after.
• Folks counting page hits and AdWord dollars. There’s not much in the tech world that will bring out the readers and comments as an Apple story. Since tech and mainstream media sites need to attract visitors to generate advertising revenue, an Apple event, especially something mysterious, is a godsend.
• Competitive astroturfers. Sure, you’re not meant to pretend to be someone online to voice your pleasure or displeasure with a product or service, but many companies engage in just such a practice. If a company doesn’t do it directly, often its hired guns — the PR firm — does the honor.

There are many more multitude members than those listed above, but the cited diversity goes to illustrate why trying to imitate this unique company’s marketing is most often a losing proposition. You are far better off cherry picking a few pieces of Apple branding or PR strategy — just don’t try and sell a magical device or service. It’s probably safer to upset George Lucas and brand your service Jedi-friendly than to invite the wrath of chief marketing wizard Jobs.