There's no other company quite like Apple. They have security that rivals defense contractors and there is a whole legion of websites dedicated to gathering inside information and publishing company "secrets." It's not muckraking either, most of these investigators are devout Apple fans with a thirst for any undisclosed information about their favorite company. The most perplexing aspect of Apple's cult-like position in our society is the way the company manages to consistently invoke the press' interest.It's still unclear exactly what Apple will be introducing at their press event tomorrow, but the mainstream media is already talking. Usually when companies host a media event to launch a new product, the product is the news. For Apple, the event itself becomes news. In today's San Francisco Chronicle, the lead headline on the front page of the Business section reads, "What news awaits the apple faithful?" The article goes on to surface the various rumors that have been percolating on the various apple rumors sites. Even the headline itself, invokes the almost religious zeal that Mac aficionados hold close to their heart. Two months ago an even greater fury developed surrounding Apple's first foray into the cellular market, and unlike tomorrow's announcement, the iPhone's intimate details had all been revealed when it was announced at this year's Macworld Conference and Expo. What is it about this company that ensures that everything they do will land a sizable amount of press coverage? Sure, Apple's innovative. The Mac operating system was driven by a GUI long before Windows replaced DOS. The iPod brought digital audio into suburban homes everywhere, but surely their innovation is comparable to that of other companies. Perhaps it's their unparalleled secrecy. Apple prides itself on keeping their new products under lock and key and have demonstrated their willingness to file cease-and-desist orders against rumor sites who obtain privileged information. The company even launched a legal assault to try to route out a mole who revealed information about a product under development. Whatever it is that makes Apple so attractive to the media, it seems to be working. Apple continues to post record profits and their success is unlikely to falter in the near future. Perhaps other companies should try to model their own strategies after Apple; more than likely more than a few already have, but it's uncertain that any other company would be able to mirror their success.