Is Apple trying to market its new i-products by media hype

Ipad 3 just came out at March 7th, but I supposed that we have already been blasted by tons of varies rumors, such as "Both the iPad 2 and iPhone 4S currently provide 512 MB of RAM, which may increase as a result of the inclusion of the new chip.(http://touchreviews.net/ipad-3-release-date-rumors-dual-core-a5x-lte-3g-models/) " This certainly suggests that i-products are very popular, so that there are many Apple fans like to know about the next good. However, could some of the Apple rumors be directed by the Apple itself to market its new products? Some of rumors seem to suggest this.

Some time before the release of iphone 4, a news report says that the apple engineer, Gray Powell, lost his unreleased iphone 4 prototype in a bar.  A number of "classified" pictures was leaked out.  The Apple later admitted that the leaked phones are truly real while claiming the company has a good security system.  The leaked was suspicious because the owner of the iphone never came out to explain why he brings a unreleased i-phone to a bar.  It is highly unlikely that he did it to show it off to his friends.  Nevertheless, one thing is for certain.  That is people are reminded that iphone 4 is going to be released.  

If you try to search the key word "apple leak", you would be surprise that there are 50,100,000 results.  There is even a dedicated website called "Apple Leak"(appleleak.wordpress.com/).  It is suspicious that Apple is imitating celebrities. It taking advantage of the curiosity to create an effect that makes customers eagerly "sought after" the new i-products.