Ben Ayers

The online iPhone hype has been extraordinary. The thing that has leapt out at me is that the PR equivalent of giving a product to an entertainer or celebrity in the hope that they use it and chat about it to their influential mates and the press has a different dynamic online. The beauty of the Internet - especially with natty new technology - is that by giving a phone to some of the creative ‘celebrities’ who occupy the online space you can get your product viewed by millions with some fantastic virals. Apple have tapped into that beautifully with this and this.