Here's the news...there is no news...
I've got a sure fire way to generate some coverage...do nothing.
Such is the hysteria surrounding Apple's iPhone, that even not launching creates stories in the media. Yesterday, technology news site Tech.co.uk carried a story under the stunning headline...
"No UK iPhone launch today"
...with the sub-heading "Apple spokesman denies all knowledge."
A further 230 words were then used to discuss the non-launch..."Apple's UK PR company Bite Communications said it had no knowledge of an iPhone launch today - and seemed to regard the subject with some amusement."
The best thing is, of course, is that Apple isn't launching the iPhone again today, so roll the presses..!