The release of Apple's new star iPhone turned into a festive and chaotic event in Asian markets . Thousands of fans waiting for hours in front of stores, celebrities counting down the time until the day the highly coveted smartphone was released, made the introduction of iPhone 4S into one big celebration. The fact that every version of the iPhone gets a response like this year after year, surely makes even the best minds in the business wonder as to how Apple manages to do it so consistently. What's their secret sauce? How are they able to control the media so well such that the PR buzz itself creates a massive consumer interest in their products?