The Apple Corporation is garnering a lot of media attention these days. Their new iPhone unveiling is creating a media stir, and their stock is climbing even though the product isn't due to ship until June of this year. But, they are successful at getting a lot of attention, according to USA Today for some predictable reasons such as designing cool, innovative products, investing in memorable ads, making their customer base feel special, and keeping everyone surprised.
These are all very valid reasons for Apple's marketing success, but it is more accurate to say that design and innovation are the most important. If these don't exist, it doesn't matter how slick the advertising is, or how much a company cares about their customers. These tactics rarely generate media attention or significant market share.
Good design is good business.