No, it's similar to "accumulation". The "buildup" to the launch of the new iPad consisted of little rumours a couple of months ago, then more specific speculation in the press, then the announcement of the date of the announcement, then lots of websites and Apple geeks getting very excited, then finally the actual announcement on stage by Apple. The stories started quietly and slowly then built up in excitement and anticipiation leading to a frenzy in the last few days before the official announcement. The whole series of rumours, stories, speculation over a period of time amounted to the buildup.
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