http://www.mondaynote.com/2013/03/17/apple-is-losing-the-war-of-words/ I agree with much of what he says but I can't see Apple hiring an outside PR firm. I'm one who thinks Apple needs to provide more access to the media not less, but what Schiller did last week was just weird. Especially giving quots to the WSJ which has shown incredible anti-Apple bias. If Apple is going to go 6 months without any new major product releases that leaves a huge vacuum that can and most likely will be filled with D&G and FUD. Especially the meme that Apple s out of ideas and can no longer innovate. Just having Cook say the pipe line is chock full of stuff isn't good enough, when people have no idea what that stuff is or when it might be released.