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Apple plays the marketing game as well as (or better than) any other company. There is a rigorous cat and mouse game of filing patents, trademarks, and domain registrations, fake images, rumors, and leaks in public forums. Each of these manage to whip the public into a frenzy of anticipation which can last for years. Add to this equation the ravenous fans, bloggers, and tech pundits, who all keep the ball rolling, and the situation escalates to a new level of craziness.

None of this would occur if Apple produced mediocre products, though. The key to the company’s ability to create such a stir is that it creates amazing stuff that customers can’t get enough of. Because Apple is true to its core competencies and refuses to release mundane products, it has the unique ability to capture the market’s attention through silence.

Take, for instance, the weeks leading up to the iPad’s release on Tuesday:

1. The media and the internet exploded with rumors, conjecture and innuendo about a tablet device from Apple;
2. Apple said next to nothing;
3. Apple raked in tens of millions of dollars worth of advertising for free;
4. The iPad was unveiled to millions of slobbering fans who will line up in droves to plunk down their hard-earned money for the device, whether they need it or not (myself included).

Say what you will about Apple and its products, but one thing is for sure — the company is unmatched in its ability to create demand for its offerings. And, it does this largely in part through silence and creating amazing stuff.

In an age where we are drowning in information and bludgeoned by advertisements, many companies could learn a lot from Apple. Focus on creating great products and services, and the customers will follow. Competence will always win out over bravado.

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For another take on Apple’s success in marketing, check out “Don’t Market to Generation Y“

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