The concept of a whole product launch is a derivative of the widely known practice of a product launch. That is, whenever a new high-tech product is introduced, it is customary to launch it by first briefing the industry analysts and long-lead press editors well in advance of the launch date (so they can serve as references), and then taking the top company executives on a tour to the weekly trade press the week prior to announcement, with the announcement itself capped by an event.
