In a surprise move, Apple has hired “Old Spice Man” Isaiah Mustafa to lead the company’s press conference to address the iPhone issue on Friday i.e today, people with knowledge of the situation have confirmed.Today on the Conversation, ABC’s John Berman goes one-on-one with the Old Spice man himself, actor and former NFL player Isaiah Mustafa, chatting from his shower.”I think the Old Spice campaign is really breaking new ground here,” said marketing expert Michael Fleischner. “Ads have always been a form of entertainment, but now when you add that viral effect it’s really starting to escalate.”

Insiders say Apple CEO Steve Jobs has been captivated by the Old Spice Man’s personalized videos, describing Mustafa as “beautiful” and having “wonderful, magical abs.” Hiring Mustafa for Friday’s event was evidently seen by those within Apple as a compromise between Jobs and the company’s board of directors.“We’ve been trying to get him to do something about this shoddy antenna problem since day one, but he just keeps pouting and refusing to admit anything’s wrong.” explains one source, who spoke on the condition of anonymity.

The Old Spice Man will appear shirtless via a satellite video connection, insiders say, and will answer questions asked by reporters at the event. He won’t directly acknowledge any design flaw with the new iPhone but will discuss how “real men use the iPhone” and “don’t complain about how they have to hold it.”