In case you’ve been on the dark side of the moon the past six months, today’s launch day for Apple’s much touted iPhone.

The past week has been a barrage of news about the device. Network television, major print, every periodical from fashion to child rearing to brides to construction has run multiple pieces on the fashionably bundled technology from Cupertino.

Which is the point I want to make. The iPhone rollout is officially the most highly touted new product intro ever. Ever. And while Apple’s thought to have budgeted $100 million on the campaign, the unpaid media effort is many multiples of that number.

In the world of public relations, this is a certifiable coup. Looking for case studies on best practices? Look no further.