Apple 2.0

Covering the business that Steve Jobs built

The white iPhone 4, in 94 characters

March 14, 2011: 8:52 AM ET

How one Twitter post launched a flood of free publicity for Apple

Source: Twitter

He's no Steve Jobs -- that's for sure -- but Apple (AAPL) senior vice president Phil Schiller may have set a personal record for how much marketing buzz he can generate per ASCII character.

Responding to a request on Twitter, he let slip that the long-delayed white iPhone 4 will be available this spring.

By Monday morning his 94-character (including spaces) reply had generated more than four dozen news stories and blog posts and was one of the lead items on Techmeme, a closely watched tech news aggregator.

That's nothing compared with what Schiller's boss can do with a single e-mail, but pretty good bang for the buck nonetheless.

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[Follow Philip Elmer-DeWitt on Twitter @philiped]

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Philip Elmer-Dewitt
Philip Elmer-DeWitt
Editor, Apple 2.0, Fortune

Philip Elmer-DeWitt has been following Apple since 1982, first for Time Magazine, and now on the Web for

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