Apple has a significant PR staff. But they rarely talk to the media, especially about anything upcoming. By not talking to the media, Apple encourages the media to talk to about it. Also, the company would never admit to this, I would argue that Apple has a carefully perfected system of planting seeds to direct the rumors. Because the rumors are rarely wrong, even when it comes to small laptop upgrades. The rumors may be early, sometimes by years, but they’re rarely incorrect.

This obviously goes against the instinct of technology manufacturers, who try to talk to the media as much as possible.

To pull off this no-talk technique, you’ll need all of the elements discussed in the last two posts, including killer products and sexy design leading to all kinds of consumer warm-and-fuzzies. You also need a passionate, highly interested group of communities — including press, and mainstream consumers — to perpetuate and feed off the rumors.

Apple isn’t the only company that can do this today. I can think of a handful of firms. But they’re the only ones actually doing it.

Even if you choose not to partake in this kind of organic, evangelical business sustenance, focus on developing the precursors. It can only help. And dramatically.