Slate has an interesting piece theorizing on "the press corps' exuberance for Apple in general and the iPod in particular."

The writer correctly identifies the company's PR instincts as a key differentiator:

Apple manipulates several narratives to continue to make its products interesting fodder for journalists. One is the never-ending story of mad genius Steve Jobs, who would be great copy if he were only the night manager of a Domino's pizza joint.

The next is Apple's perpetual role as scrappy underdog -- reporters love cheerleading for the underdog without ever pausing to explore why it isn't the overdog. (This is why the Brooklyn Dodgers will always rate higher in the minds of writers than the superior New York Yankees.) Apple incites fanaticism about its products via ad campaigns and evangelist outreach programs designed to make its customers feel as though they're part of a privileged and enlightened elite.