One of the questions we had in Monday’s FIR #252 came from Doug Haslam via Twitter:

Should any PR people with consumer tech products even bother pitching this week? Or will it be all iPhone all the time?

I recall my reply on the show was not if you’re in the UK but probably so if you’re in the US as the iPhone launches in the US on June 29 but not in the UK until later this year.

Well, the build up to the launch in just two days time is nothing less than phenomenal. Thousands of media reports and blog posts, all talking about the iPhone.

Not just in the US, but everywhere. And not just hype, either.

The majority of such talk is overwhelmingly positive. Glowing detailed reviews from influential journalists like the WSJ’s Walt Mossberg and the NYT’s David Pogue spearhead the positive drive to Friday’s launch.

This week is Apple’s week, without doubt.

As for the UK and elsewhere in Europe, I’d expect similar build-up closer to the launch here, especially if there’s a mobile service with which you can actually use the iPhone. Vodafone looks likely.

I’d imagine Apple’s PR are pretty happy with things right now.