I can't be the only one that noticed that during the unveiling the Apple home page continued to display the iPhone 4S and the "new iPhone." It wasn't until later in the day that the front page switched from showing me the Macbook Pro to the iPhone 5.

When I loaded HN all I saw was one story about a journalist going "undercover" in an iPhone factory. I didn't read it.

The hype surrounding each new Apple product is no mistake. Steve Jobs waited to die until the iPhone 4S was finished unveiling. If Apple wants to keep its market position, they will need to keep the hype coming in a carefully timed and orchestrated manner.