"I think it's amazing that Apple gets so much free publicity from the
media"

It must annoy the heck out of Microsoft! However, if you go back (say) 10
years ago, the press was all about MS. So Apple must now be doing
something to attract all this interest, and that would be interesting
products, higher profits and consumer interest.

I do draw the line on speculation, though. I agree with Sam, I think the
rumour mill is out of control. So many comments are baseless.