Journalists are taught to be constantly watchful of the ethically dubious result of giving a company or person free publicity by writing about them. Business journalists work for consumers, not corporate clients. The free flow of accurate information to consumers is as crucial to efficient markets as an informed electorate is to the political process. Apple Inc. has been able to garner frequent and largely positive coverage from business journalists. This paper will analyze the methods and reasons why business journalists show positive bias to covering Apple.