Lo stretto rapporto tra Obama e i prodotti progettati a Cupertino, legato all'immagine di innovazione.
Apple has been hailed as a model of innovation - the same type of innovation that Obama says can lift the country out of its economic doldrums.
At the White House, where nearly every image is carefully planned and executed, it is no coincidence that the president was seen carting his iPad to a golf game, observers say. Nor was it a coincidence that Obama sat beside Jobs at a dinner in Silicon Valley earlier this year.
"The only way this guy is going to get reelected is jobs, and the one theme he can hang his hat on is innovation," said Scott Galloway, a marketing professor who teaches brand strategy at New York University. "Apple is synonymous with innovation. The imagery is really powerful, and the president's accessories reinforce the brand. It sends a message to everyone without trying."