Apple seems to have a good relationship with old mainstream media outlets but they can't stop all these random blogs from making up rumors to get traffic. This

Apple seems to have a good relationship with old mainstream media outlets but they can't stop all these random blogs from making up rumors to get traffic. This year was kind of a perfect storm due to the delay of iOS5. They had to show it off at WWDC but couldn't possibly ship it on a new phone. That created a few extra months of speculation and rumors plus the need to rehash iOS5. (and of course the WWDC, iPhone 4 and iPad set a very high expectation level to start with) One of the biggest challenges Tim Cook has is trying to maintain the energy and media interest around these events. It may be that ultimately Apple will have to find a new strategy for announcing products. For example only doing media events when they were releasing major new products/updates. (as they now often refresh the Macs with little fanfare)