After the passing of the late Apple co-founder Steve Jobs, the iPhone 5 appears to have been a great success in the past 6 months. With the flooding of Apple’s Online Store in early September, 2 million iPhone 5s were sold within the first 24-hour of sales. A product worthy of the iPhone name and glory, it seems that Apple has learned great lessons from its previous predecessor, the 4s.

Let’s talk Market Strategy

Some critics have accused Apple’s new CEO, Tim Cook of scaling down production, calling it “Apple’s typical PR strategy.” By cutting down on the amount of pre-orders available, Apple creates much more demand, having more people waiting in lines. However this strategy does not illustrate the approach of the late Steve Jobs. Does Apple really need to create an illusion of demand for its device of successful generations? With all its credibility, Apple knows PR quite well, and ensuring that there is more than enough stock on launch day is will only improve its reputation, than cutting down on pre-orders.

Whether it’s launching the latest MacBook Pro or iPhone, Apple effortlessly dominates the media with its marketing campaigns. Creating months of anticipation and buzz, capturing the minds and hearts of consumer—tell me any other Company that sold 2 Million devices on day one.

Preserving confidentiality is a skill Apple has mastered over the years, dragging on suspense and buzz for as long as possible. After weeks and sometimes even months of speculation from the media, Apple frees you from the cliffhanger and launches a paid media campaign and keeps the ball rolling.

You want your products and services noticed? Maybe it’s time to step out of your comfort zone and learn from the master of the market place, good ol’ Apple.