Apple has the rumor machine down cold. The company knows how to generate buzz merely by keeping mum. Today Apple will make a huge announcement, and while people have been talking about it probably being the Apple Mini, who really knows for sure? Secrecy keeps Apple ahead of competitors, yes, but it's also free advertising. Said Baba Shiv, the director of Stanford Graduate School of Business's strategic executive marketing program, "What's unique about Apple is that they don't do the teasing," he says. "They let their fans do it."