I had to laugh when the story broke yesterday of supposed manufacturing issues of the Apple Watch. It is the classic Apple move. Leak a rumour and voila it gets picked up by the global tech press.

Except lets step back one moment. I cannot think of any new product releases by Apple where there is a story leaked about supply shortages. Whether the story is true or not is irrelevant, since rumours of a supply shortage will spur people on to buy the Apple Watch, to ensure they get one before supplies run out.

A thumbs up for marketing is due here.