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Apple has rolled out a minor update to its notebook line this morning. And yet the news has garnered 1,836 headlines on Google News. Why the crush of coverage for such a relatively small announcement? One could simply say "because it's Apple," but that's lazy, tautological thinking. Joshua Weinberg, a consultant who "as never worked for Apple, but observes the company closely," explains Apple's advantages in an essay on AllThingsD: Well-designed products, coordination, theater, knowing the difference between a small announcement and a big one, great product names, secrecy, and prompt fixes to major problems. He then expends an additional 2,475 words on the subject, but you can safely skip them.