If you want to see the best example of how to this you need only to look at http://www.apple.com/pr/ http://www.apple.com/pr/ This is the reason it is rare to

If you want to see the best example of how to this you need only to look at http://www.apple.com/pr/ http://www.apple.com/pr/ This is the reason it is rare to see a scrappy image of any of Apple's products anywhere (and why Apple products often get used as stock material for other companies). The Photoshop files are worth studying too - they are often layered and include proper colour-calibration points etc. Apple treats the press with respect here - there are no stupid barriers to getting a story out (and no gimmicks either - just good clean copy and good clean images).