New York Times Reports on Apple's Obsession With Secrecy

[MacRumors]

http://www.macrumors.com/images/macrumorsthreadlogo.gif (http://www.macrumors.com/2009/06/23/new-york-times-reports-on-apples-obsession-with-secrecy/)

In a feature article (http://www.nytimes.com/2009/06/23/technology/23apple.html) today, The New York Times reports on Apple's history of secrecy regarding its product plans and other company matters. While Apple's long history guarding of its product pipeline has fostered the growth of dedicated rumors sites such as MacRumors, the company's unwillingness to share details related to Steve Jobs' medical leave of absence has cast renewed attention on Apple's devotion to secrecy.

The report details the lengths Apple has gone to in guarding its secrets, beginning with limiting employee access to products under development.Secrecy at Apple is not just the prevailing communications strategy; it is baked into the corporate culture. Employees working on top-secret projects must pass through a maze of security doors, swiping their badges again and again and finally entering a numeric code to reach their offices, according to one former employee who worked in such areas.

Work spaces are typically monitored by security cameras, this employee said. Some Apple workers in the most critical product-testing rooms must cover up devices with black cloaks when they are working on them, and turn on a red warning light when devices are unmasked so that everyone knows to be extra-careful, he said.Beyond limiting access, Apple also routinely provides misinformation to reporters, analysts, and even its own employees. In many cases, Apple has gone as far as deliberately providing incorrect details to its employees as part of attempts to track down the sources of leaks.Philip Schiller, Apple’s senior vice president for marketing, has held internal meetings about new products and provided incorrect information about a product’s price or features, according to a former employee who signed an agreement not to discuss internal matters. Apple then tries to track down the source of news reports that include the incorrect details.Regarding Steve Jobs' medical leave of absence during which he reportedly received a liver transplant, the report also addresses the controversy over whether Apple's lack of disclosure may even have violated federal laws regulating disclosure of health information for senior officials that could have material effects on companies' stock performance.

In contrast to many companies that have adopted open communications policies, including adding blog and Twitter presences, Apple stands out as an innovative technology company that continues to shun such avenues of communications in favor of keeping information as close to the vest as possible. While the strategy provides a level of excitement regarding Apple's product announcements and undoubtedly provides the company with an advantage over its competitors in many cases, Apple's lack of transparency is regarded as an increasingly important issue from the perspective of investors, regulatory agencies, and the media.

Article Link: New York Times Reports on Apple's Obsession With Secrecy (http://www.macrumors.com/2009/06/23/new-york-times-reports-on-apples-obsession-with-secrecy/)

[Schizoid]

to get to 10.7 you have to go through 7 security-swipe doors, 1 numerical coded door, a portcullis, over a moat and finally through a shark-infested river...

do they have frickin lasers too?

[talkingfuture]

Must be cool to work in one of those top secret labs.

I am very happy about Apple's secrecy because its good to see the finished products when they are ready for the big time.

It also makes Apple rumours so much more interesting than the rest of the tech industry.

[bytethese]

While I can see the value in keeping certain projects secret, spreading misinformation to spot leaks has trouble written all over it.

I think it'd be "cool" to work on something secret and watch the eventual public feedback on it. However, I'd have reservations working for a company that did not trust it's employees...

[breeze]

Most of the a__holes demanding Apple be forthcoming on this issue and others too, aren't in the slightest interested in understanding the issues, nor are they capable (it seems) of understanding that Apple's real investors and loyal users, are quite happy accepting the secrecy and trusting Apple and it's board.

Manipulators and predators wish they could change Apple's mode of operation ... only to fit things in their own little agenda.

Apple's big advantage is that it "thinks different" and therefore leads - It has learned from history that "loose lips, sink ships" and will never show it's hand to people who can't do anything but second guess, copy, steal and manipulate.

Anyone who doesn't like that can go look for another investment or day trading stock, or for that matter buy competitor's products.

Anyone else who does appreciate quality products, software or the company's way of thinking - Support and stay the course, you won't be let down.

[Nadav]

I feel like Apple used to be a lot less predictable, but ever since they introduced the iPod, they lost some of their secrecy, which I am very happy about. Its nice to know that iPods will be refreshed in September, iPhone in June/July. While it is difficult to predict when new Laptops and Desktops will be introduced, they usually do them every 9 months based on recent trends. Hopefully they continue to update their products in a reasonable time frame, unlike the Mac Mini and the ACD's...

[co.ag.2005]

I can't help but picture the opening scene to "Get Smart"...

[amac4me]

Secrecy is a central core of the company and is part of Apple's strategic competitive advantage.

[Busters]

Whether or not you think is is good or bad, in this day and age when we see video and tweets of happenings in Iran as they happen despite the government's attempts to lock down information, it is amazing to me that Apple still successfully keeps product details so well protected until release.

[Prometheus2000]

Who cares about the "investors, regulatory agencies, and the media", following mac rumors is like waiting for christmas to finnally see what Mum and Dad have under the tree prepared for us.

What investor cannot be happy with how Apple is doing in the moment? What media doesn't mourn about the secrecy while reporting every bit of insignificant noise Apple makes? What regulatory agencies, its not like Apple builds secret weapons or something!.

They build electronics and software and give me a christmas feeling all year long, thats enough for me. :)

[HONDAxACURA]

Gosh, I hope their restroom facility doesn't require that much security. :D

[appledude222]

Must be cool to work in one of those top secret labs.

I am very happy about Apple's secrecy because its good to see the finished products when they are ready for the big time.

It also makes Apple rumours so much more interesting than the rest of the tech industry.

True its the only reason apple is doing so well.:)

[Doodledoo]

I think their approach to cultural and product secrecy is crucial to the Apple mystique. Without leaks, misinformation and crazed apprehension to fuel the rumour mill, Apple would just be another fruit company. However, their secrecy in the corporate environment, as the NYT article describes, is very problematic; it puts their stock at risk, it puts their shareholders' trust in the company at risk, and it makes them a wildcard in the corporate world. Which is bad. We need to have a safe Apple, not one that squanders it success by going to incredible strides to protect the personal life of an eccentric CEO.

[*LTD*]

I'm all for it.

And as for the secrecy around Jobs' health issue, Apple by law is not required to disclose anything. The health of exectuives is not considered material.

I love the "cloak and dagger" Apple. It's been working very well with respect to prodcuts and marketing.

[NinjaHERO]

If they are not using killer robots to protect their products, then they don't really care about secrecy. Come on apple. card swipes and key codes can be stolen. But a few terminator robots in the halls. Then you got some security. :p


I think they go to extremes to keep secrets. But it's their company, so whatever makes them happy. Just keep giving me good stuff.

[bentley]

Secrecy, rumours, leaks, keynotes. It gets Apple masses of column inches and is integral to their brand and marketing.

[MacNut]

They build electronics and software and give me a christmas feeling all year long, thats enough for me. :)Ya and when you don't get what you want under the tree you throw a fit and complain.:D

[Rhalliwell1]

It is what keeps them ahead of the competition.

[RTiii320]

wow, imagine being in one of those "top secret" rooms.. :cool:

However, it always seems that they products eventually leak before they are supposed too.

[kresh]

While the strategy provides a level of excitement regarding Apple's product announcements and undoubtedly provides the company with an advantage over its competitors in many cases, Apple's lack of transparency is regarded as an increasingly important issue from the perspective of investors, regulatory agencies, and the media.


The last sentence provides the whole motivation for the article. The media just can't stand it when someone, or some company, does not bow down and spill all when approached by a journalist.

[DELLsFan]

There's product secrecy - which Apple is well within its right to enforce. And there's CEO health secrecy - which Apple is under more scrutiny to provide transparency to shareholders and regulators.

I think if they're gonna misrepresent about Jobs' health, they should probably work on their lying skills - so they aren't caught in future boldface mistruths. I think there needed to be more accurate reports divulged - instead of what they touted and reported while Steve was in seclusion.

[lord patton]

Employees working on top-secret projects must pass through a maze of security doors, swiping their badges again and again and finally entering a numeric code to reach their offices... workers in the most critical product-testing rooms must cover up devices with black cloaks when they are working on them, and turn on a red warning light when devices are unmasked so that everyone knows to be extra-careful, he said.

Sounds like my days working for a defense contractor. Are you sure Apple isn't making Directional Infrared Countermeasures?

[oyebto]

hopefully they tighten on their secrecy. i mean, we already know most of iphone 3gs before WWDC started.

[*LTD*]

I think their approach to cultural and product secrecy is crucial to the Apple mystique. Without leaks, misinformation and crazed apprehension to fuel the rumour mill, Apple would just be another fruit company. However, their secrecy in the corporate environment, as the NYT article describes, is very problematic; it puts their stock at risk, it puts their shareholders' trust in the company at risk, and it makes them a wildcard in the corporate world. Which is bad. We need to have a safe Apple, not one that squanders it success by going to incredible strides to protect the personal life of an eccentric CEO.

"squanders its success."

Yeah, Apple is just throwing everything away. Products people want and get excited about (like nothing else), the most interesting development cycle in tech today, leading the entire industry and creating new areas of profitability, billions in revenue, billions in extra cash (compare Apple today to Apple of 1998), and unparalleled popularity and attention. The highest ratings in customer satisfaction, year after year. Apple makes the rest of the industry look like a rug on valium.



How could they be so stupid??

(If shareholders are unaware or are uninformed as to the risks they assume with Apple, and if they are uninfirmed as to SEC regulations regarding these health-related matters [which are immaterial], then Apple is not to blame.)

[Peace]

hopefully they tighten on their secrecy. i mean, we already know most of iphone 3gs before WWDC started.

Yup. We "knew" the 3GS had a matte back right ? ;)

Straight from the horses mouth I'm guessing.

[gnasher729]

While I can see the value in keeping certain projects secret, spreading misinformation to spot leaks has trouble written all over it.

I think it'd be "cool" to work on something secret and watch the eventual public feedback on it. However, I'd have reservations working for a company that did not trust it's employees...

On the other hand, a court has in the past told Apple that they don't do enough to uncover leaks.

[patricksan]

I like this approach. A lot of companies say, say and say; and in the end you have a terrible product because they have deadlines and there is no way to postpone.

[Don't panic]

Work spaces are typically monitored by security cameras, this employee said. Some Apple workers in the most critical product-testing rooms must cover up devices with black cloaks when they are working on them, and turn on a red warning light when devices are unmasked so that everyone knows to be extra-careful, he said.

i think it's just a preview from the Incredibles II :D:D

Anyways, it is one of the reasons of its mistique and of its ability to make front pages with anything they do realease, and frequently with just rumors as well.
I don't think there is any other company that gets so much free (positive) press. i would be willing to bet quite a bit many other companies would be happy to switch places.

besides, they must be doing something right. How many other companies out there completely revolutionized three major industries?

[gnasher729]

Whether or not you think is is good or bad, in this day and age when we see video and tweets of happenings in Iran as they happen despite the government's attempts to lock down information, it is amazing to me that Apple still successfully keeps product details so well protected until release.

That's because the people in Iran disagree with what their government is doing, while Apple's employees don't.

[nyte3k]

I think secrecy is a great tool that Apple uses.

It helps with two main things:

1) It generates enough hype about new products/services that Apple doesn't have to do as much PR and advertising as the typical company initially.

2) It also makes their products appear fresh in the minds of consumers. If Apple released details on their products months in advance it would lose its luster after a while, not to mention competitors have time to announce their similar vaporware in attempt to take some steam away from Apple.

[nick9191]

The extent of Apple's security...

[DMann]

The last sentence provides the whole motivation for the article. The media just can't stand it when someone, or some company, does not bow down and spill all when approached by a journalist.

Nevertheless, it does give them ample room for speculation, and for writing and ranting about how secretive they are.

As a result, the hype and buzz generated creates a wave of inadvertent advertising which money could not buy.

[saturniphone]

Most of the a__holes demanding Apple be forthcoming on this issue and others too, aren't in the slightest interested in understanding the issues, nor are they capable (it seems) of understanding that Apple's real investors and loyal users, are quite happy accepting the secrecy and trusting Apple and it's board.

Manipulators and predators wish they could change Apple's mode of operation ... only to fit things in their own little agenda.

Apple's big advantage is that it "thinks different" and therefore leads - It has learned from history that "loose lips, sink ships" and will never show it's hand to people who can't do anything but second guess, copy, steal and manipulate.

Anyone who doesn't like that can go look for another investment or day trading stock, or for that matter buy competitor's products.

Anyone else who does appreciate quality products, software or the company's way of thinking - Support and stay the course, you won't be let down.

The fanatacism that Apple engenders is incredible. It's as though Apple can do no wrong and that the rest of the world is out to get them. And about them "leading" and "thinking different" -- just remember it was Steve Jobs who said, "we have always been shameless about stealing great ideas."

You are not your favorite computer company.

[pgifford]

What if Apple had spilled the details about the iPhone, for example? There would've been tons more copycats and maybe even released sub-par clones before the iPhone was released. It would have totally undercut the success of the iPhone. It would have also been harder for them to patent their stuff.

I personally like to see and hear details about products when they are ready for the public. It's cool to get some hints of what to expect, but the exiting part is actually finding out if those hints and rumors are true or not.

[*LTD*]

I think secrecy is a great tool that Apple uses.

It helps with two main things:

1) It generates enough hype about new products/services that Apple doesn't have to do as much PR and advertising as the typical company initially.

2) It also makes their products appear fresh in the minds of consumers. If Apple released details on their products months in advance it would lose its luster after a while, not to mention competitors have time to announce their similar vaporware in attempt to take some steam away from Apple.

Apple's secrecy is a hugely important card for them to play.

Take that out, and you're asking for a slow, downward spiral into overexposure and product dilution.

[Mr_Ed]

I don't know about what requirements there may/may not be for disclosure on the health of company officers, so I won't comment on that.

What I don't get is, since when is a commercial, for-profit entity expected to keep everyone appraised of their every move? Any company that makes a point of presenting an "open" image (whether by maintaining some blog, or twitter, or whatever) is still controlling what information they publish. If they are not, they are idiots! So why is Apple seen as being more secretive than any other company? Because they choose to not put up some phony "Hey, look at us! We are open and want you to know what we are up to!" front? PLEASE!

As to the security employees have to deal with when they are engaged in critical functions, they signed whatever non-disclosure papers where restrictions are documented. Anyone complaining about that is probably just afraid to get caught breaking the agreement they signed. If you sign the agreement and agree to do the sensitive work, and are a man or woman of your word, you have nothing to complain about unless you choose to break your commitment to secrecy.

[pgwalsh]

It's love hate. Got to love the mystique around the speculation of new products, but hate it when they let you down during announcements.

[andrewsd]

It's worked great so far and. I don't see the investors complaining when apples stock keeps going up n up even after their stock along with everyones went down. I say keep at it.

[Consultant]

Well, ever since Bill Gates / Microsoft stole their work, Apple has been secretive.

[BornAgainMac]

Gosh, I hope their restroom facility doesn't require that much security. :D

It is so secret that nobody will know the size of their units.

[Sehnsucht]

Top-secret security mazes...security doors...

Totally badass. I'd love to work there... :eek:

I guess they wouldn't be too keen on me posting on MR, would they? :D

[DMann]

Well, ever since Bill Gates / Microsoft stole their work, Apple has been secretive.Right you are.

[herr_neumann]

No biometric scans? And you call that security.....

[MacduJour]

The last sentence provides the whole motivation for the article. The media just can't stand it when someone, or some company, does not bow down and spill all when approached by a journalist.

+1

The media should accept the fact that they are becoming irrelevant by the day. They are still in denial, which explains why they become so desperate when they can't get the scoop. So they turn the tables around, and point a finger at Apple, claiming that their lack of transparency is detrimental to the company's well being. What a crock. So to all the analysts and reporters out there who are complaining about Apple's discretion, please know this: Apple's approach works, and you guys know it. What you also know is that you are becoming irrelevant. The sooner you accept the fact that you are being relegated to the fringes, the better it is for your health. Have a nice day.

[severe]

All for it as well.

At times like these, a little secrecy is like a breath of fresh air.


Do your thing, Apple.

[thomasfxlt]

Apple does what it needs to do to protect it's products under development. Corporate espionage is real. It's very difficult and expensive to protect trade secrets offshore so Apple resorts to extreme measures to protect it's massive investment in products and long range product cycles that could be devastated by reverse engineering.

We should be as concerned about protecting the trade secrets of American business as we are of collapsing under the pressure from Goldman Sachs, hedge funds, day traders and the Wall Street Journal.

[WillGonz]

Ummm they are super secret to protect themselves. Because everyone steals their ideas. I can't believe Windows still calls the "Control Panel" by the same name. Back before there was Windows the Apple IIGS had a Control Panel. Apple products getting out before they have all the patients could destroy Apple. Trust no one.

[morespce54]

...You are not your favorite computer company.

LOL!

I'm Jack secrecy addiction...

[jav6454]

Well, ever since Bill Gates / Microsoft stole their work, Apple has been secretive.

I assume this the main reason after Steve returned that Apple turned secretive. He didn't want a repeat. In a way its not going to happen ever if this secrecy keeps up. Also, I have no problem with it, each company has its own policies and people should learn to deal with that or go elsewhere.

The extent of Apple's security...

Lol....

[Versus]

Gosh, I hope their restroom facility doesn't require that much security. :D

"Pissed yourself again, huh Bob?"

"Yeah, I forgot the code to the urinal."

I'm not against the secrecy concerning their products or their specs, but they could at least be more open to share release dates and/or provide some form of time frames. Like someone already stated, it's "safe" to assume that iPods and iPhone refreshes are once a year, but we shouldn't have to assume.

Sony may be super secretive about the developement of the PS4 lets say, but they certainly aren't going to hold a press conference in April of 2011 and announce that the PS4 will be available in 10 days!

I know ATT and Apple were cool about extending the exchange period for 3Gs for those wanting 3GSs, but I just think it sucks that others over that extension were locked out from getting the newer model.* Sure, they could have come online, but this is just a rumor site, until 6/8/09 there was nothing written in stone.

All I'm saying is, would it have made any kind of difference if Apple put up posters a few weeks/months in advance that simply said:

3G S
6-19-09

"Summer '09" would have sufficed.

Even Iron Man 2 has a new poster out and it just started filming. Whatever, I'm not really complaining per se, I just think it's kinda rotten that you could have rolled into an Apple store on 6-7-09 and a sales rep would have handed you your "new" iPhone with a smile.

*Yes, they could have paid full retail and gotten a 3G S, I know. Just making a point.

[amusedchimp]

I can't help but picture the opening scene to "Get Smart"...

Te image I prefer is the opening sequence to Mystery Science Theater 3000

[DipDog3]

But that is what makes it all so much fun!

[Big-TDI-Guy]

I ditto the comments about Apples secrecy being necessary to their business model. Especially so today - with Asian companies who have gotten so good at cloning products. The longer you can keep others in the dark - the longer you get to run with a product that has little to no competition.

And as for working in a secret area - it might be different for Apple - but for pretty much every else, it sucks. A royal PITA - those card swipe and cipher doors get very old every time you have to pee, go to lunch, ect... And don't forget all the logs, paperwork and checklists involved with all of that. Less fun than previously indicated... Even if you get to use iris scanners....

[elppa]

In contrast to many companies that have adopted open communications policies, including adding blog and Twitter presences, Apple stands out as an innovative technology company that continues to shun such avenues of communications in favor of keeping information as close to the vest as possible

Apple's Movie Trailers website uses Twitter, so this isn't completely true…

See: http://twitter.com/itunestrailers/

They've got nearly 400,00 followers

[kockgunner]

Whether or not you think is is good or bad, in this day and age when we see video and tweets of happenings in Iran as they happen despite the government's attempts to lock down information, it is amazing to me that Apple still successfully keeps product details so well protected until release.

Its easier to cotrol a small company than a while country though. Although I must say I admire the people who are brave enough to record what's happening in Iran, and also the young protesting women.

[oneschance]

While I can see the value in keeping certain projects secret, spreading misinformation to spot leaks has trouble written all over it.

I think it'd be "cool" to work on something secret and watch the eventual public feedback on it. However, I'd have reservations working for a company that did not trust it's employees...




no worries to the honest employees i assume.

[Ljohnson72]

So Apple wants product secrecy. Dig deal.

[dangleheart]

NYT has to fill in their pages. They have to survive in a dwindling ad market. This is much ado about nothing.

Steve Jobs' health issues, when he is on medical leave, is personal information and I am glad they managed to keep it that way until some twit from WSJ got wind of it. If his return date to Apple gets moved, then that is information that needs to be disclosed.

[oneschance]

Most of the a__holes demanding Apple be forthcoming on this issue and others too, aren't in the slightest interested in understanding the issues, nor are they capable (it seems) of understanding that Apple's real investors and loyal users, are quite happy accepting the secrecy and trusting Apple and it's board.

Manipulators and predators wish they could change Apple's mode of operation ... only to fit things in their own little agenda.

Apple's big advantage is that it "thinks different" and therefore leads - It has learned from history that "loose lips, sink ships" and will never show it's hand to people who can't do anything but second guess, copy, steal and manipulate.

Anyone who doesn't like that can go look for another investment or day trading stock, or for that matter buy competitor's products.

Anyone else who does appreciate quality products, software or the company's way of thinking - Support and stay the course, you won't be let down.

:D:D:D:D:D

"i like it a lot" :apple:

[sailingkid207]

wow, imagine being in one of those "top secret" rooms.. :cool:

However, it always seems that they products eventually leak before they are supposed too.

hey 2 ??? how did u get the 3G S logo ? and second why do all these people put different apple thins under there coments??

[From Win to Mac]

Their intentional leak strategy is called Canary Trapping

[DMann]

+1

The media should accept the fact that they are becoming irrelevant by the day. They are still in denial, which explains why they become so desperate when they can't get the scoop. So they turn the tables around, and point a finger at Apple, claiming that their lack of transparency is detrimental to the company's well being. What a crock. So to all the analysts and reporters out there who are complaining about Apple's discretion, please know this: Apple's approach works, and you guys know it. What you also know is that you are becoming irrelevant. The sooner you accept the fact that you are being relegated to the fringes, the better it is for your health. Have a nice day.True - the advent of the internet and the blog has all but leveled out the field for reporters, columnists, and general paparazzi seeking star status - what a bunch.

[avionicsman]

Then what would have to speculate about?

[*LTD*]

True - the advent of the internet and the blog has all but leveled out the field for reporters, columnists, and general paparazzi seeking star status - what a bunch.

I was thinking of becoming an analyst.

You should try it, too. Apparently, we can all become analysts now.

:D

[avionicsman]

without secrecy we would not want the "New 27' OLED iMac with wireless N bluetooth 2.5, USB 3.0, 1GB MHZ RAM, 16 gig of it. 1 TB SSD Hard Drive. wireless mouse and Keyboard. All being powered by the new Mountain Lion OS 10.8!!!

Hey please add to the fantasy iMac if you want!!

[ladbroke]

"Baked into it's corporate culture."


Right next to its nougaty goodness?

[lostngone]

I for one am glad I don't work in an environment like that, because I have(but not at Apple).

Its neat to work on secret stuff for a little while however you grow tired of all the security and audits/investigations. No one trusts anyone else, if something gets leaked from your department everyone is suspicious of everyone else and then finger-pointing and investigations begin.

Imagine having to go though the worst, most detailed Airport security check-point you have ever experienced every single time you enter AND exit your place of work.

Not fun! :(


Edit: Also you can't have items like MP3 players, cell phones, laptops, cameras, or external memory storage devices(thumb drives) of any type at work.

[Stately]

We know Apple makes great stuff, as a result it can get HIGHLY frustrating when Apple keeps thing too quiet. The anticipation of fun things that make our lives better can balloon enormously as we have seen time and time again here on Macrumors. However I am definitely one that firmly believes in doing, instead of always talking about doing and getting nothing done. Full steam ahead Apple . . Full steam ahead. :D

[twoodcc]

well even though i would like to know what apple is coming out with next, their policy does keep people excited about it

[SG1-1]

Most of the a__holes demanding Apple be forthcoming on this issue and others too, aren't in the slightest interested in understanding the issues, nor are they capable (it seems) of understanding that Apple's real investors and loyal users, are quite happy accepting the secrecy and trusting Apple and it's board.

Manipulators and predators wish they could change Apple's mode of operation ... only to fit things in their own little agenda.

Apple's big advantage is that it "thinks different" and therefore leads - It has learned from history that "loose lips, sink ships" and will never show it's hand to people who can't do anything but second guess, copy, steal and manipulate.

Anyone who doesn't like that can go look for another investment or day trading stock, or for that matter buy competitor's products.

Anyone else who does appreciate quality products, software or the company's way of thinking - Support and stay the course, you won't be let down.

This is a very intelligent post of what is occurring, Apple got screwed before by trusting, not anymore....

Disclosure is a double edged Sword, Give out too much information and it can be used to manipulate stocks also giving the greatest chance of having information stolen and used to the benefit of someone else.

Not giving enough information makes the Predatory hounds angry, But give just enough and your covered. And this it seems is the argument some are having, I guess it's a matter of prospective. I myself believe Apple gave enough information and without proof to the contrary, I am happy with that as a Consumer and a Stockholder.

I for one Applaud Apple for having the Fortitude to stick by there beliefs & hold steadfast without conviction.

But I am only one voice out of many, but there are allot of us that think the same.;)

[Banyan Bruce]

SunTsu said keeping Secrets and the use of spies is good ....I think so anyway.

18. Be subtle! be subtle! and use your spies for every
kind of business.

19. If a secret piece of news is divulged by a spy
before the time is ripe, he must be put to death together
with the man to whom the secret was told.

20. Whether the object be to crush an army, to storm
a city, or to assassinate an individual, it is always
necessary to begin by finding out the names of the attendants,
the aides-de-camp, and door-keepers and sentries of the general
in command. Our spies must be commissioned to ascertain these.

21. The enemy's spies who have come to spy on us
must be sought out, tempted with bribes, led away and
comfortably housed. Thus they will become converted
spies and available for our service.

22. It is through the information brought by the
converted spy that we are able to acquire and employ
local and inward spies.

23. It is owing to his information, again, that we can
cause the doomed spy to carry false tidings to the enemy.

24. Lastly, it is by his information that the surviving
spy can be used on appointed occasions.

25. The end and aim of spying in all its five varieties
is knowledge of the enemy; and this knowledge can only
be derived, in the first instance, from the converted spy.
Hence it is essential that the converted spy be treated
with the utmost liberality.

26. Of old, the rise of the Yin dynasty was due to I
Chih who had served under the Hsia. Likewise, the rise
of the Chou dynasty was due to Lu Ya who had served
under the Yin.

27. Hence it is only the enlightened ruler and the
wise general who will use the highest intelligence of
the army for purposes of spying and thereby they achieve
great results. Spies are a most important element in water,
because on them depends an army's ability to move.

[jschu22]

The last sentence provides the whole motivation for the article. The media just can't stand it when someone, or some company, does not bow down and spill all when approached by a journalist.

This is a great post.

I started dismissing anything the NYT shovels out as near-socialist propaganda with an agenda long ago. And I'm not even a Republican.

[vansouza]

Try working at Area 51!!!

[mdriftmeyer]

When they weren't close to the vest every one was copying their products and being near their product launches with competitive versions.

I expect the secrecy to continue, as it should.

[Mattie Num Nums]

Try working at Area 51!!!

That place doesn't exist don't know what you are talking about.

[droz]

NYT has to fill in their pages. They have to survive in a dwindling ad market. This is much ado about nothing.

yes, especially considering that this article is a pure ripoff of one or two that were published last year. Wired wrote an article about the secrecy at Cupertino http://www.wired.com/techbiz/it/magazine/16-04/bz_apple. And I know there was at least one other, maybe by Businessweek or Time (and many others actually), that touched on the legality behind the health information being shared, or lack thereof.

NYT is an also-ran.

[8CoreWhore]

http://www.wired.com/epicenter/2009/01/steve-jobs-heal/

[kirky29]

It works. :)

I like Apple doing all this. Makes for a better product. It's more fun. Makes them more money and keeps them at the top.

Notice how they're usually always miles-ahead of all the competition... Notice how it's just after they release a product all the other Microshaft, Palm, Dell, Google etc seem to 'do the same'.

Woo Apple :)

[DMann]

I was thinking of becoming an analyst.

You should try it, too. Apparently, we can all become analysts now.

:DI can see Russia from my house - t'is why I'm adept in Foreign Policy and International Relations.

[jav6454]

I can see Russia from my house - t'is why I'm adept in Foreign Policy and International Relations.

I see what you did there.....

[ivladster]

Apple just has post "OMG micro$oft stole everything from us" syndrome. I totally understand them. They wouldn't be Apple without that.

[windywoo]

Apple learned to be secretive from Xerox.

[Xavier]

The last sentence provides the whole motivation for the article. The media just can't stand it when someone, or some company, does not bow down and spill all when approached by a journalist.

Agreed. No info means nothing to write about. So the 'media' writes about how they are upset they have nothing to write about.

[Andrew K.]

So that new 3GS commercial isn't far off on how secretive they are.... except I think they really did kill that spy in the ceiling.

[Quina Quen]

Maybe instead of criticizing their business practices, they should adopt them. Apple is one of the most successful companies in any industry. Secrecy has been central to their business strategy for a very long time.

Anybody who has researched Apple as a business or read any book about Steve Job's management style would understand that secrecy gives them considerably more control over their company than a company that is more transparent. Companies that are more transparent are much more suceptible to influence from outside sources (aka the Media, and we all know that they don't have an agenda, ever :rolleyes:) Secrecy also allows them to keep their inventories down to some of the lowest in the industry.

As an investor, I would be happy to hear about their passion for secrecy and their dedication in guarding the secrets of products that represent the livelihood of the employees and the investors of the company.

I would be more concerned about the senior management of Apple, their character, and their ability to make decisions (of which they have a pretty good track record so far)

[jav6454]

So that new 3GS commercial isn't far off on how secretive they are.... except I think they really did kill that spy in the ceiling.

Not before waterboarding him to talk about whatever he learned.

[elgrecomac]

I totally agree with Apple's secrecy tactics when it comes to their R&D and products. No one needs to know about unannounced products. On the other hand, as a shareholder, the health and well being of the leader of the company is my business...especially in a company who's leader has been and continues to to the heart and soul of the company. He is the driving force behind almost everything. So hiding Steve Jobs' health issues IS the business of shareholders and we should not be lied to.

[jbernie]

So long as Apple's disclosures (or lack of) do not violate any laws then they are free to not say anything for as long as they like. Otherwise they can always spend their massive pile of cash on taking the company private over time and then they don't need to say anything at all.

Until Apple gets the investors more comfortable with the notion that Apple can be run just fine without Steve Jobs they will always tread a fine line from the investors point of view in regards to Steve's health & Apple's ability to remain successful. Whether this is right or wrong is open to debate, but Apple created the monster by focusing on Steve Jobs so much, now they need to deal with the problem they created.

[TechnoLawyer]

In contrast to many companies that have adopted open communications policies, including adding blog and Twitter presences, Apple stands out as an innovative technology company that continues to shun such avenues of communications in favor of keeping information as close to the vest as possible.

Just because a strategy works for one company doesn't mean it works for all companies.

While the strategy provides a level of excitement regarding Apple's product announcements and undoubtedly provides the company with an advantage over its competitors in many cases, Apple's lack of transparency is regarded as an increasingly important issue from the perspective of investors, regulatory agencies, and the media.

Who can really complain about AAPL? If you don't like the company's secrecy, sell your position.

[Mykbibby]

http://www.youtube.com/watch?v=e26WyHPBgng

[dasmb]

Apple's secrecy under Jobs dates back to the earliest days of the Macintosh project -- in a way, it may be what drove he and Woz apart. Read the stories on folklore.org and you'll see what I'm talking about it.

It's not a bad idea, either. Openness is perfect for a good idea (an evolutionary one, whose benefit to consumers is marginal to the competition): share the pain and wind up with a better field of products. But for a great idea (a revolutionary one, whose benefit to consumers leapfrogs the competition), the benefits of openness are outweighed by dilution of the rewards and the need to adhere to the consensus.

In short: if I invent an engine that runs on water, it's far more valuable for me to develop it myself then to announce the plan and develop it in conjunction with the big motor companies (who, due to my small size, would no doubt get the preferable deal). However, if I invent a new way to build a combustion engine, it's probably not the best idea to build them myself. I'll have better engines if I team up with a third party, and make more money as a result.

The great thing about Apple -- that the NYT conveniently omitted -- is that its secrecy is limited. They have no problem open sourcing the backend of the OS, which is evolutionary -- but they closely guard development of the revolutionary front end. Counter this to the IBM Way (do everything in secret, do it all yourself as a result), the Microsoft Way (do much in public, but do the core in private to prevent compatibility, leaning towards critical performance and security failings as a result) and the OSS Way (do everything in public, and reap little to no economic exclusivity as a result) and you see why Apple's secrecy is central to their innovation. You may not like it, but it's the reason for everything else you like.

[happy2000hk]

this is just like Willy Wonka's chocolate factory!!

minus the oompa loompas

[michael.lauden]

is this a thank you from MacRumors?

[jzuena]

That place doesn't exist don't know what you are talking about.

Pres. Clinton signed a presidential determination (http://www.ufomind.com/area51/desertrat/1995/dr31/exemption.html) that exempted the Groom Lake AFB from complying with disclosure laws. This implicitly confirms that Area 51 does exist.

[farmboy]

The last sentence provides the whole motivation for the article. The media just can't stand it when someone, or some company, does not bow down and spill all when approached by a journalist.

I agree. And note the wording "an increasingly important issue..." Which means what, exactly? It means nothing. It signifies nothing. It's journalism-ese for filling space with conjecture. Was the "issue" not important before and now is important? I hate journalists (and I used to be one). There are NO issues, especially regulatory ones. So it's complete BS.

Apple is under no obligation, or even any good business practice, to reveal anything before they want to reveal it.

[DMann]

I totally agree with Apple's secrecy tactics when it comes to their R&D and products. No one needs to know about unannounced products. On the other hand, as a shareholder, the health and well being of the leader of the company is my business...especially in a company who's leader has been and continues to to the heart and soul of the company. He is the driving force behind almost everything. So hiding Steve Jobs' health issues IS the business of shareholders and we should not be lied to.Sensationalism is the main reason that procedures such as liver transplants and pancreatoduodenectomies are initially kept from the public, until full recovery. If such information had been released before hand, the stock would have dropped precipitously, purely out of fear for the worst. Hopefully, his leave has proven to shareholders that the company does have the capacity to operate successfully and prosper without him. Incidentally, information withheld is not necessarily considered a lie.

[Amdahl]

Wow, New York Times is dishing on the Apple cult, and the St. Petersburg Times has a big piece on Scientology. Just imagine if they merged!

[DELLsFan]

I was thinking of becoming an analyst.

You should try it, too. Apparently, we can all become analysts now.

:D

Sure, Kevin Rose is a classic example of this. Mr. Leak-Apple-Product-Information, himself. It seems to me, all you need is that "special" friend at Apple. Yes, he's quite the ANALyst! :D

[nikoma]

I hope Steve Jobs is fine. No matter what his health is like right now he has done an awesome job in live. Revolutionizing the PC and bringing freedom to all of us. Good job Steve! if this was what your job on earth was you succeeded! Not a lot of people can do that! Congratulation! Please stick around for a loooooooong time - if not we will miss you a lot.

[DiamondMac]

I read the article and found it impressive and hilarious

In today's world of everyone finding out everything, more power to Apple.

Though most steps seem extreme, chances are without them, we would find out at some point a bit too early

[celebi251ca1]

sooo the iphone 3gs commmercial was actually non-fiction?

[ddTaylor]

I'm all for it.

And as for the secrecy around Jobs' health issue, Apple by law is not required to disclose anything. The health of exectuives is not considered material.

I love the "cloak and dagger" Apple. It's been working very well with respect to prodcuts and marketing.

That is NOT exactly true - hence the SEC investigation. They do not generally investigate something unless they truly believe there is the POTENTIAL for improprieties - simple as that. They do not waste money on pointless investigation - unlike other governmental agencies this group oversees the integrity of our capitalist system or what it is currently, which is NOT a true capitalist system, unfortunately.

D

[dangleheart]

Apple learned to be secretive from Xerox.

:) You know your computing history. Nice!

The media is using the latest health news story about Jobs to extend it to announcements about their products. Health issue, though I think need not be revealed in all its details, is atleast debatable as a material issue for stock holders. But the product announcements have to be carefully calibrated balancing the interests of shareholders and competitors. Apple is doing a very good job on keeping that balance.

[w00master]

Secrecy is fine for products, but it ain't so great in approval consistency in the App Store.

w00master

[synth3tik]

It all sounds like sound business practices to me.

That's how you can stay ahead of the game.

As far as Steve's health is concerned. That to me seems like a topic for Steve's Family, and close friends. Have a hard time figuring how that is any of our business.

[spillproof]

Must be cool to work in one of those top secret labs.

I am very happy about Apple's secrecy because its good to see the finished products when they are ready for the big time.

It also makes Apple rumours so much more interesting than the rest of the tech industry.

I agree 100%. It makes it more exciting to see the final product rather than pieces of it beforehand.

sooo the iphone 3gs commmercial was actually non-fiction?

That is a very interesting observation!

[Stately]

this is just like Willy Wonka's chocolate factory!!

minus the oompa loompas

No oompa loompas? Haha yeah right. This guy . . :D

[Tones2]

Secrecy is fine for products, but it ain't so great in approval consistency in the App Store.

w00master


Exactly. Apple problem is not so much secrecy if information. That's normal for most companies. It's the dictatorial and controlling style that they project to everything they touch, from completely closed systems, to their uncommunicative iPhone app approval process, to unresponsiveness to consumer issues, to outrght lying about things such as Steve Jobs' health issues, etc. That's just Apple arrogance, period.

The thing is, Apple has some innovated products at times, but much of the time they are also way behind in even simple things that everyone else has. The secracy and marketing hype that surrounds it has worked in the past to at times make really small outdated things seem like huge deals (come on, the latest iPhone features are what I already had on my WM phone 3 years ago) and this won't last very much longer. I think there mystique is starting to get a little old these days.

[Superdelphinus]

"Apple's real investors and loyal users, are quite happy accepting the secrecy and trusting Apple and it's board"

that's bollocks right there

[usarioclave]

Reporters complain because they get their news from people that talk. When people don't talk, they don't get stories.

So the NYT is saying that Apple makes their job more difficult because Apple doesn't want to share with the NYT what it's doing.

Cue the small violins.

[elgrecomac]

Sensationalism is the main reason that procedures such as liver transplants and pancreatoduodenectomies are initially kept from the public, until full recovery. If such information had been released before hand, the stock would have dropped precipitously, purely out of fear for the worst. Hopefully, his leave has proven to shareholders that the company does have the capacity to operate successfully and prosper without him. Incidentally, information withheld is not necessarily considered a lie.

Agreed. But 'Hormonal Imbalance' was a lie.

[deconstruct60]

It's not a bad idea, either. Openness is perfect for a good idea (an evolutionary one, whose benefit to consumers is marginal to the competition): share the pain and wind up with a better field of products. But for a great idea (a revolutionary one, whose benefit to consumers leapfrogs the competition), the benefits of openness are outweighed by dilution of the rewards and the need to adhere to the consensus.


Yeah but 98% of what Apple sells is evolutionary. The next rev of the Mac Pro or Xserve ..... largely going be like the previous generation. Plastic to aluminum iMac shift a revolution?

Apple can run product development like the computer vault at the NSA... but some of this is just blanket application of the process. At some point it runs counter to what folks really need ( end of lie for XRaid , lead times on XServe , change in broad policy on matte, etc. )

[mdriftmeyer]

"Apple's real investors and loyal users, are quite happy accepting the secrecy and trusting Apple and it's board"

that's bollocks right there

What's the secrecy?

The past 5 years has been rather predictable as to when they produce new products. Once they enter a new product market segment, updates are like clock work.

[MrSmith]

So far I like Apple's computers so I buy them. I have no interest whatsoever in the "company culture" and it's no more than curiosity for anyone else except the employees and major shareholders.

[applecultvictim]

and iternet explorer has a blog and it's VERIFIED that it's the worst browser bar none on all fronts, from anything like the acid test to independent speed tests....so "transparency" means squat.

In any case if you copy like MS does what do they have to hide?

Their bad take on the ipod that is the zune?
The bad take on the touch that is the zune hd?:D:D

[niuniu]

Surely investors will be aware of Apple's culture of not releasing information on their products pre-release. They can decide not to invest if they don't feel comfortable with that.

[deconstruct60]

Agreed. But 'Hormonal Imbalance' was a lie.

Depends upon when the last diagnosis was made. That doctors don't ever incrementally refine their diagnosis is looney.

An improperly functioning liver can throw off hormone balance (troubles with filtration) or be masked by a nutrition problem that is also throwing the balance off. Hormone imbalance is not a root cause it is a symptom.
The incorrect statement was that the hoarmone imbalance's root cause was primarily a nutritional problem.

Now if the doctors told Steve that the best diagnosis was liver problem and he went off to the board , Apple, and press with nutrition problem.... then yeah he needs to pow-wow with his lawyer. He might have wanted to eat his way out of this problem, but he was deluding himself as much as everyone else with that if he blew off their expertise.

[Prof.]

I guess the latest iPhone commercial is true. :D:cool:

[frabber]

wow, i am amazed by the sheer number of positive reactions.
would you really love to work in a locked down restrictive environment like that. i guess employees are not allowed to surf the web either and have to make do with all apple provides, sounds a bit too sektarian to me, i am getting claustrophobic by the idea already

[PS. I am againsed company culture, which every company I have worked with seems to be having in abundance. I don't care how highly skilled you are, at the end of the day you work to pay the rent. Get over it company, you don't own me]

i'd rather buy apple products, instead of working there...

[ObsidianIce]

Can you blame Apple for not trusting them when just about ever product released has rampant rumors running around about it? NOt to mention actual product photos and such? I think Apple Trusts it's employees, but i don't have a problem with their tactic to try and find people who are blatantly breaking the rules they agreed to when they took the position with Apple.

While I can see the value in keeping certain projects secret, spreading misinformation to spot leaks has trouble written all over it.

I think it'd be "cool" to work on something secret and watch the eventual public feedback on it. However, I'd have reservations working for a company that did not trust it's employees...

[applesith]

The last sentence provides the whole motivation for the article. The media just can't stand it when someone, or some company, does not bow down and spill all when approached by a journalist.

+1

The New York Times always feels entitled to information and hates corporate America and capitalism. They will spin anything to fill their agenda.

[ObsidianIce]

Fair...but having never worked at Apple...how can you comment on it? Do you know firsthand what they are and aren't allowed to do?

wow, i am amazed by the sheer number of positive reactions.
would you really love to work in a locked down restrictive environment like that. i guess employees are not allowed to surf the web either and have to make do with all apple provides, sounds a bit too sektarian to me, i am getting claustrophobic by the idea already

[PS. I am againsed company culture, which every company I have worked with seems to be having in abundance. I don't care how highly skilled you are, at the end of the day you work to pay the rent. Get over it company, you don't own me]

i'd rather buy apple products, instead of working there...

[DMann]

Agreed. But 'Hormonal Imbalance' was a lie.Being that he did have his pancreas removed, which is responsible for producing hormones including insulin, which regulates blood sugar, and also for releasing enzymes into the digestive system, very likely there was truth to that statement.

[macintel4me]

... in many cases, Apple's lack of transparency is regarded as an increasingly important issue from the perspective of investors, regulatory agencies, and the media.

and third party developers!!!!!!!!!

[robbyx]

Give me a break! The only people upset about Apple secrecy are its numb-nuts competitors. Secrecy is fun! The cat-and-mouse game is fun! I think it's awesome that they intentionally spread misinformation. And why shouldn't they?

Apple doesn't OWE anyone the kind of transparency some pundits seem to want. Should they just release their entire future product strategy and send obnoxious "tweets" (puke) every day from the R&D department? Is this really what people want?

Should they be more forthcoming about Jobs and his health? Absolutely. This is of importance to investors. They don't have to release his medical records, but a little more information in that department is certainly warranted.

[frabber]

Fair...but having never worked at Apple...how can you comment on it? Do you know firsthand what they are and aren't allowed to do?

Nope, but I can gauge by the way they go about their business. Company culture can give you a false sense of security. At the end of the day the company is interested in surviving itself and only bestows it on you such that you can better perform for the benefit of the company.
I wish everybody was a freelancer. Then we could hire each other services and cut the company culture crap.

[iPhoneNYC]

Secrecy at the rate that Apple uses is generally not healthy for a corporation.

[Cloudane]

Secrecy is fun!

And thus the nail is hit on the head, or at least one of the nails. That's what Apple is all about: taking technology and making it fun. Best way to achieve it is to live it.

The other reason the secrecy is important is that Apple's strength lies with getting things pretty much 'perfect' and high quality - that real polished experience - as opposed to keeping up with features etc. They don't do something (take copy/paste on the iPhone as an example) until confident that they can meet their the quality-of-experience standards that people love.

But what would've happened if everything about the original iPhone was already known early in development? I think that companies like Palm would've come along, said "Ha, we can do that but with all these features" (i.e. the Pre would've been first) and people would've flocked to it, without realising the importance of a highly polished experience. Apple would've been the Betamax.

In other words - Apple are inventors, innovators. Usually, people like that lose - they have the passion to make their dream product, but other companies with more resources and lower standards come along, steal the idea and beat them to it. Even though the product isn't as good, it gets out there first and gets all the glory and market share. Apple seem to have found a way to guard themselves against this, which is a really good idea instead of just relying on the (rubbish) patent system.

[sushi]

Good for Apple to maintain what it thinks is right policy regarding secrecy. Having worked in similar type places before, it's no big deal.

As others have said, it sounds like the media is upset that they can't get the story. So be it.

[seashellz]

>>>according to one former Apple employee
typo. should read:
>>>according to one present or former MS employee

more weapons of mass destruction FUD

[ObsidianIce]

Nope, but I can gauge by the way they go about their business. Company culture can give you a false sense of security. At the end of the day the company is interested in surviving itself and only bestows it on you such that you can better perform for the benefit of the company.
I wish everybody was a freelancer. Then we could hire each other services and cut the company culture crap.

Interesting thoughts, but as someone who has worked for Apple the culture is not locked down the way you seem to think. And free lancing wouldn't really help. It's obvious businesses are there for them selves...having all freelance employees would do absolutely nothing to fix that issue..the nature of the beast doesn't change just because you feed it a different type of food.

[MOFS]

It all sounds like sound business practices to me.

That's how you can stay ahead of the game.

As far as Steve's health is concerned. That to me seems like a topic for Steve's Family, and close friends. Have a hard time figuring how that is any of our business.

The reason why this is considered "our business" is because of the geeral impression held by the press that Steve Jobs is what fuels Apple – almost entirely. The Guardian (http://www.guardian.co.uk/technology/2009/jun/23/steve-jobs-liver-transplant) newspaper in the UK thought that he would be one of the most important people in 2009 precisely because of his control over the company. No other CEO is so intertwined with the day to day business of a company, and it it is his personality specifically that people believe may be difficult for Apple to replace successfully in the future.

[Eidorian]

I don't see a reason to obsess over this.

[DaBrain]

Oh well! Too Bad for New York Liberal Times--)) :D:p;)

[Macaz]

omg,
Apple needs to keep there products safe because when the information is leaked im telling you it assists other companies in the way they develop there products, as soon as Apple products get released they are copied (well people try and copy them ;) )


The employees themselves have chosen to work for an amazing company and if they are so worked up about having security around the products than they aren't really the people we want testing or developing our products :)
:apple::apple:

[Drag'nGT]

I don't blame them for being secretive. How crappy would it be if everyone stops buying things weeks in advance if they know about the new product? Honestly, only a small fraction of people do the right amount of research before buying any piece of electronics.

[eastercat]

In other news, the sun rose up in the east this morning and it will set in the west tonight.
Wow, talk about a non-story. :rolleyes:

[Tower-Union]

Wow, I can't believe the bitching about Steve Job's health, lets be clear here people, he has ONE responsibility to Apple's shareholders; to ensure that if something should happen to him (hormones, liver disease, cancer or just a good 'ol double decker bus with his name on it) should take him out of the picture, there must be plans in place to ensure that he has a successor, and that Apple will be able to continue on without him. THAT'S IT! He has no other responsibilities to talk about his personal well being or divulge medical information simply because whining reporters want him to. Quite frankly, I think Apple's well set up for Steve Jobs to leave (death or retirement or other), Tim Cook has been doing a fine job as CEO, and Jonathan Ive promises lots of shiny new toys for the faithful (and those who have yet to be converted :D )

[Richard1028]

that Apple's real investors and loyal users, are quite happy accepting the secrecy and trusting Apple and it's board.*********. As an investor I (and the rest of the market) could give a rat's ass about secrecy or full transparency - doesn't matter just as long as the stock continues to climb and the dividends keep coming.[/quote]

[Mac Kiwi]

I do not believe the black cloaks part,the rest ya I do.The black cloaks bit sounds to much like intel agencies covering files on their desks etc.I mean would not an extra secure room with no windows be a lot better.


I wonder if some of the untrue rumors they put out there include SL features?

[cerote]

yes, especially considering that this article is a pure ripoff of one or two that were published last year. Wired wrote an article about the secrecy at Cupertino http://www.wired.com/techbiz/it/magazine/16-04/bz_apple. And I know there was at least one other, maybe by Businessweek or Time (and many others actually), that touched on the legality behind the health information being shared, or lack thereof.

NYT is an also-ran.

I am glad someone pointed this article out. By the way, I loved the cover they had on that issue. It talked about how when they were developing the iPhone the hardware people were just given a basic os and told to develop portable hardware for it. The software team was told just to work on the os for a portable device. Both sides did not have knowledge of what the product was going to be as a whole. It also stated that for it's meetings with ATT they used the company name of one of their very small, bought companies. So they would not have a connection to having meetings with cell companies. I think in the article somewhere it stated Jobs even has a room in his home that none of his family is allowed into.

[MyRumors]

i actually dont like that all these leaks and rumors about the product before hand. i like to get surprised by Apple. These days we usually always know whats coming and they get it more than half right. i also see a lot of people get disappoint because something that was rumored didnt come true. I cant keep away from sites like these, but i would prefer that there where none rumors at all. Make it a lot more fun at the presentations.

[tetravus]

Agreed. But 'Hormonal Imbalance' was a lie.

Liver problems do sometimes manifest themselves as hormonal imbalances relating to bile functions. Although it is a gross understatement, technically it wasn't a lie.

[deconstruct60]

The other reason the secrecy is important is that Apple's strength lies with getting things pretty much 'perfect' and high quality - that real polished experience - as opposed to keeping up with features etc.


It is more so of late that Apple choses to focus on the different set of features. Or it is a matter of emphasis. However, they do tend to work out many kinks before it leaves.



But what would've happened if everything about the original iPhone was already known early in development? I think that companies like Palm would've come along, said "Ha, we can do that but with all these features" (i.e. the Pre would've been first) and people would've flocked to it, without realising the importance of a highly polished experience. Apple would've been the Betamax.


Except other folks did announce touch screen phones in advance of Apple. LG for instance. Folks knew it was coming along before that. Anyone who was poking around the places where cellphone parts vendors were hocking their future products knew this stuff was coming out also.
http://www.engadget.com/2007/01/18/lgs-ke850-prada-official-iphone-says-wha/

http://www.everyipod.com/iphone-faq/iphone-compared-to-samsung-instinct-htc-touch-diamond-lg-dare.html

[ some of these early entries even did video and voice menus. Who copied from whom?????? ]





In other words - Apple are inventors, innovators. Usually, people like that lose - they have the passion to make their dream product, but other companies with more resources and lower standards come along, steal the idea and beat them to it. Even though the product isn't as good, it gets out there first and gets all the glory and market share. Apple seem to have found a way to guard themselves against this, which is a really good idea instead of just relying on the (rubbish) patent system.

Apple hasn't been a "first mover" in most areas in a long time. At this point more of a "refine the first mover's effort and out pace them because we have some leverage" at this point. (that includes leveraging the rubbish patent system, by the way.) Can perhaps tad them as innovators for evolving products along lines that the originals missed, but blazing brand new paths types of innovators .... not really.
Apple's not Xerox PARC or Bell Labs or IBM Reasearch like in that kind of depth of innovation.


In that second mover context, may actually need to stalk new areas more quietly since they'd know Apple was coming.

[iMaggot]

OMG i didn't know companies kept secrets from the public :p

[*LTD*]

Really, what’s the argument for how Apple has "suffered" for its secrecy? Questions from the SEC? A few grumbling investors?

Peanuts.

Yes, Apple is far more secretive than most companies, but they’re also far more successful (pound for pound, for instance, they're far more impressive than MS.) Measured by profit and revenue and growth, the big picture tells us that their "secrecy" policy is right on the money. It's a winning formula that carries with it some costs. Small price to pay for the long-term benefits that occurred from Seve Jobs' return over a decade ago to the present day. Apple's policies, practices and philosophy have paid off magnificently - for the company, for users, and even investors.

This should all be quite obvious, anyway. It really doesn't require a half-hearted NYT "report."


It is more so of late that Apple choses to focus on the different set of features. Or it is a matter of emphasis. However, they do tend to work out many kinks before it leaves.




Except other folks did announce touch screen phones in advance of Apple. LG for instance. Folks knew it was coming along before that. Anyone who was poking around the places where cellphone parts vendors were hocking their future products knew this stuff was coming out also.
http://www.engadget.com/2007/01/18/lgs-ke850-prada-official-iphone-says-wha/

http://www.everyipod.com/iphone-faq/iphone-compared-to-samsung-instinct-htc-touch-diamond-lg-dare.html

[ some of these early entries even did video and voice menus. Who copied from whom?????? ]






Apple hasn't been a "first mover" in most areas in a long time. At this point more of a "refine the first mover's effort and out pace them because we have some leverage" at this point. (that includes leveraging the rubbish patent system, by the way.) Can perhaps tad them as innovators for evolving products along lines that the originals missed, but blazing brand new paths types of innovators .... not really.
Apple's not Xerox PARC or Bell Labs or IBM Reasearch like in that kind of depth of innovation.


In that second mover context, may actually need to stalk new areas more quietly since they'd know Apple was coming.

Apple completely redefined the smartphone market, and created a whole new one with their App Store.

Show me another touch interface like the one on the iPhone appearing on a previous product.

Ditto for the mp3 player market. And those are just two examples.

Seems like quite the "first mover" to me . . . it's as if previous products of that type had never even existed.

[*LTD*]

delete

[Mark Booth]

If any one of us had been the one to create the original Lisa/Mac QUI, and we had made the mistake to show an early version of it to Bill Gates, only to have Gates rip it off and end up making a fortune off of it, then ALL of us would be just as secretive as Apple.

Microsoft doesn't innovate, it imitates. Secrecy is an absolute necessity for Apple.

Mark

[shaunymac]

this is what makes apple, well, apple. Secrecy keeps nearly everyone on the edge of their chairs wanting more.

I'm not much of a MS fan but when is the last time you heard of them having something similar to a keynote? Yeah. The only time I hear about their products is 6 months after apple releases theirs.

You stock holders, get a grip. I am a stock holder as well, just not apple. I haven't felt the need to buy apple at this price point. I will tell you one thing though, I would feel confident in their brand, reputation and "secrecy." Heck, that is apple.

[Eidorian]

I'm not much of a MS fan but when is the last time you heard of them having something similar to a keynote?CES comes to mind. Maybe even WinHEC to an extent.

I also do like being able to try out Windows 7 as well. It's nice to be surprised at Apple's keynotes but the public does want to take part beyond being a developer.

[khunsanook]

http://www.youtube.com/watch?v=e26WyHPBgng

That's exactly what I was thinking when I read the article. Seems like they didn't have to go too far for their advertising inspiration. Most of the security seems valid...but black cloaks?!? That seems a bit medieval after all those card swipes, key codes and closed circuit cameras. :D

[tomstrickfaden]

Let's see... They're not a government, so Apple is not required to be transparent. They make money by competing with other companies doing much the same thing.... other companies constantly try to rip them off.... No one seems to be getting all up in Standard Oil's business.... I like their products... who cares if they're tight lipped? I don't....

[*LTD*]

CES comes to mind. Maybe even WinHEC to an extent.

I also do like being able to try out Windows 7 as well. It's nice to be surprised at Apple's keynotes but the public does want to take part beyond being a developer.

Too much public consumption dilutes the product. What is too common becomes cheap and less valued. What the public wants in terms of toys to test and play with isn't necessarily what's best for the product in the long run.

Windows 7, for instance, is by now old (and quite boring) news. Apple's dumping all over it during WWDC didn't help either. When Apple execs speak, everyone listens. Its feature set has become yesterdays left-overs after months and months of rehashing it all in beta after beta released to armies of basement shut-ins. The WoW of operating systems.

And MS' keynotes are usually awkward and embarrassing affairs. They often highlight just how out of touch MS is with what is interesting and desirable in the industry.

[Eidorian]

Too much public consumption dilutes the product. What is too common becomes cheap and less valued. What the public wants in terms of toys to test and play with isn't necessarily what's best for the product in the long run.Sounds like Apple lately.


Windows 7, for instance, is by now old (and quite boring) news. Apple's dumping all over it during WWDC didn't help either. When Apple execs speak, everyone listens. Its feature set has become yesterdays left-overs after months and months of rehashing it all in beta after beta released to armies of basement shut-ins. The WoW of operating systems.WWDC is over so the cricket chirps are back again.

[frabber]

And free lancing wouldn't really help. It's obvious businesses are there for them selves...having all freelance employees would do absolutely nothing to fix that issue..the nature of the beast doesn't change just because you feed it a different type of food.

You have a point there. But who needs companies in the first place. All we need is projects and a few independent standards bodies. I hope social networks will become big in that respective some day. Peoples skill would increase tenfold, since they'd be working on many different projects. No higher level management would fill their pockets. I'd buy you a bear and talk some more, but we're getting way off-topic here..

[Winni]

Must be cool to work in one of those top secret labs.

Yeah. As cool as a dungeon in a medieval prison or a concentration camp.

[hachaboob]

What is annoying is their secrecy when it comes to their Bug Fix release notes. Hopefully they fixes issue in bug fix release notes. Snap.

[-hh]

The last sentence provides the whole motivation for the article. The media just can't stand it when someone, or some company, does not bow down and spill all when approached by a journalist.

Amen. The issue that the NYT has inadvertently raised is one of hypocrisy: afterall, if they got a big news "Scoop" (say, on Iran), would they rush to be first to press, or would they call up the other newspapers to share it so that everyone can have the big headline?

We all know the answer to that.
Its a "Do as I Say, Not As I Do" world.



What I don't get is, since when is a commercial, for-profit entity expected to keep everyone appraised of their every move?

They're not.

As to the security employees have to deal with when they are engaged in critical functions, they signed whatever non-disclosure papers where restrictions are documented. Anyone complaining about that is probably just afraid to get caught breaking the agreement they signed. If you sign the agreement and agree to do the sensitive work, and are a man or woman of your word, you have nothing to complain about unless you choose to break your commitment to secrecy.

Agreed...and unfortunately, it seems that more people these days don't believe that confidentiality is important. The response is the "I don't trust you" environment of swipe doors, surveillance cameras, etc. We now have a National culture of being gossips who will violate the trust placed upon us at the drop of a hat.

And sure, there's a rationalization of "what harm can it do?" that goes on, and the answer is that the harm being done isn't necessarily to just the company (eg, Apple), but is instead harm being done in the form of the canary's morals & ethics. Since that's the basis for which they'll teach their children, there will ultimately be payback that they'll complain about...but it is ultimately of their own making, even if they can't recognize or admit it.


And thus the nail is hit on the head, or at least one of the nails....The other reason the secrecy is important is that Apple's strength lies with getting things pretty much 'perfect' and high quality - that real polished experience - as opposed to keeping up with features etc. They don't do something (take copy/paste on the iPhone as an example) until confident that they can meet their the quality-of-experience standards that people love.

The secrecy permits a longer development cycle with fewer competitive pressures. This is what fundamentally allows a paradigm of product QUALITY instead of being yet another race to the bottom, where we end up with poisoned toothpaste, poisoned milk and poisoned dog food (just to name a few recent examples).

In other words - Apple are inventors, innovators. Usually, people like that lose - they have the passion to make their dream product, but other companies with more resources and lower standards come along, steal the idea and beat them to it. Even though the product isn't as good, it gets out there first and gets all the glory and market share. Apple seem to have found a way to guard themselves against this, which is a really good idea instead of just relying on the (rubbish) patent system.

Exactly. This is merely an application of the old "Trade Secrets" process. And note that no one at the NYT seems to be complaining about how the KFC recipe is still non-disclosed, or the formulas at Coke or Pepsi.

That's exactly what I was thinking when I read the article. Seems like they didn't have to go too far for their advertising inspiration. Most of the security seems valid...but black cloaks?!? That seems a bit medieval after all those card swipes, key codes and closed circuit cameras. :D

Some security measures are predominantly psychological in nature instead of being absolutist.

For example, go into any DoD facility that handles classified material and you'll find that each document is required to have a full size cover sheet (color-coded), under excuse that even the top page is potentially cloak-and-dagger....the reality is that cover pages are rarely all that special and that the cover page is physically there to psychologically remind its holder that that document and its contents are to be treated with extra diligence.


-hh

[Digitalclips]

What if Apple had spilled the details about the iPhone, for example? There would've been tons more copycats and maybe even released sub-par clones before the iPhone was released. It would have totally undercut the success of the iPhone. It would have also been harder for them to patent their stuff.

I personally like to see and hear details about products when they are ready for the public. It's cool to get some hints of what to expect, but the exiting part is actually finding out if those hints and rumors are true or not.

I agree and don't forget Apple's history of having the 'm$ photocopiers' running .... it's not just iPhones, it's crucial for OS X and beyond too.

[xlii]

to get to 10.7 you have to go through 7 security-swipe doors, 1 numerical coded door, a portcullis, over a moat and finally through a shark-infested river...

do they have frickin lasers too?

The upcoming iPod Touch has a taser... :p

[phoenix78]

You could also look at this as a way of protecting apple employees. It allows the employees to prove their innocence should a product leak get out. If they comply by the security measures they 'should' have no worries.

I would be more concerned about how fool-proof the measures are. Will they get the right man/woman?!?

These things become routine anyway don't they? It may take a week or two to get used to the procedures.

[csmitty]

So do they have individual cameras in workspaces/offices? cuz thats pretty sketch to me. Guess the new commercial is fairly accurate. Except the employee would have whipped out his G36 and gone to town on the vent. :D

Feeding false rumors to employees is pretty back handed though IMO. I wouldnt' want to work for a company like that. Sure it doesn't matter if you don't tell anyone. But still. Do they have a Gestapo department just for that?

I applied to a few Engr. jobs a while back, kinda glad nothing materialized. Well that and having to live in CA.

[*LTD*]

So do they have individual cameras in workspaces/offices? cuz thats pretty sketch to me. Guess the new commercial is fairly accurate. Except the employee would have whipped out his G36 and gone to town on the vent. :D

I applied to a few Engr. jobs a while back, kinda glad nothing materialized. Well that and having to live in CA.

Allowing for personal taste and varying ideas of what it is to be employed in the tech sector, I'll wager dollars-to-donuts that most people with an engineering/design/programming background would be pretty thrilled to get to work directly on projects at Apple.

[Tesseract]

The last sentence provides the whole motivation for the article. The media just can't stand it when someone, or some company, does not bow down and spill all when approached by a journalist.

Quoted for truth.

[Victor Odin]

Its nice to know that iPods will be refreshed in September

Upgraded.

They will be upgraded.

Nobody is going to bring an iPod a frigging glass of iced tea.

I used to live next to the Church of Scientology in Los Angeles.

I believe that Apple is a religion. Period. It has every trait of a religion. Including it's own speech to identify believers from non-believers.

Motherboard = Logic Board
Warranty = Apple Care
Upgrade = Refresh
Tech Support = Genius
Semiconductor Industry Standard C = Fahrenheit because we is Amerrrrrcins. (so much for thinking different)

Apple is secretive for the same reason Scientology and the Vatican is secretive. It's a means of control.

Fortunately, Scientology makes great movies stars, Apple makes decent electronics, and Catholics make great ... hell, I dunno ... wine?

There is nothing wrong with being religious unless you don't realize that you belong to the church.

[SleepyHead157]

I like the fact that apple has some secrets. It makes their events worth paying attention to unlike other companies who leak info on purpose and no one tunes into their events.

[*LTD*]

Upgraded.

They will be upgraded.

Nobody is going to bring an iPod a frigging glass of iced tea.

I used to live next to the Church of Scientology in Los Angeles.

I believe that Apple is a religion. Period. It has every trait of a religion. Including it's own speech to identify believers from non-believers.

Motherboard = Logic Board
Warranty = Apple Care
Upgrade = Refresh
Tech Support = Genius
Semiconductor Industry Standard C = Fahrenheit because we is Amerrrrrcins. (so much for thinking different)

Apple is secretive for the same reason Scientology and the Vatican is secretive. It's a means of control.

Fortunately, Scientology makes great movies stars, Apple makes decent electronics, and Catholics make great ... hell, I dunno ... wine?

There is nothing wrong with being religious unless you don't realize that you belong to the church.

It's just about approaching the whole game from a completely different place. People seem to appreciate that.

There's a good reason Apple users are so loyal. Show me another iPod. Show me another iPhone. Show me another OS X. Show me another service like iTunes.

You can't. Apple stands apart from the pack. Differentiation is evident not only in their products, but also in the language they employ to describe them. Seems quite fitting.

Other products don't really have "fanboys" or "loyalists", or even "the faithful" . . . because there's nothing to really get excited about right across the board. I simply prefer to aknowledge that Apple knows what they're doing, and knows how to keep on doing it (hence, "recession-proof"), rather than attributing their success to some form of mass hysteria or hypnotism. Seems we've all been hypnotized into NOT using Windows or Microsoft products, despite their ubiquity and our constant exposure to them at every turn, especially in the workplace. Interesting how that works. Or maybe some of us just got smart and had enough with using mediocre products and waiting for a company to release yet more mediocre products because their licensing cash-cow has taught them it's easier to just sit back and let a cash register handle your day-to-day operations.

It's nice to see, however, that you've given this some thought.

[WeegieMac]

While Apple's secrecy doesn't bother me, from an employee point of view surely it can't be great to work for a company that's so negative in it's view of it's employee's?

I mean, I work for a major international financial firm and I cannot imagine having such paranoid employers. It can't be great for morale, and certainly brings memories of some scenes in Pirates of Silicon Valley rushing back.

[*LTD*]

While Apple's secrecy doesn't bother me, from an employee point of view surely it can't be great to work for a company that's so negative in it's view of it's employee's?

I mean, I work for a major international financial firm and I cannot imagine having such paranoid employers. It can't be great for morale, and certainly brings memories of some scenes in Pirates of Silicon Valley rushing back.

Except that we don't seem to have any evidence of mass discontent at Apple. If anything, it seems that it's quite the opposite.

[mcmlxix]

I’ll say it again…I bet Apple has an elite corp of ninjas outfitted in black mock turtle necks to enforce their security. Besides stealth and combat skills, they fling apple shaped metal “stars” at trespassers.

Since the leaks tend to be in the Pacific Rim supply chain rather than Infinite Loop, perhaps these agents should be dispatched where they’d be more effective.

I also wouldn’t be surprised if there were a zen-do and a do-jo somewhere on Infinite Loop.

[WeegieMac]

Except that we don't seem to have any evidence of mass discontent at Apple. If anything, it seems that it's quite the opposite.

True, but I don't believe for a second that lower grade employees put under such harsh restrictions have high morale. The higher up guys will enjoy it, maybe because they are involved in decision making etc, but the guys at the bottom of the pay scale can't enjoy that kind of atmosphere surely.

No-one could.

If it's true of course.

[Victor Odin]

There's a good reason Apple users are so loyal.

I think that anybody who is "loyal" to a for-profit, publicly-traded corporation that cares nothing about them whatsoever on a personal level is horribly misguided.

Show me another iPod. Show me another iPhone. Show me another OS X. Show me another service like iTunes.

The only thing I have above is OS X and iTunes (because it cames with OS X). I actually use a wide variety of audio players.

The Apple cult started long before the iPod and iTunes. Apple stock was at $14 a share in the early 2000's.

Back then, it was all about a backlash to M$. Apple even had a paid position known as "Chief Evangelist" where the company actively pushed itself as a cult and/or religion.

Back then (90's), I hated M$ as well,and used Linux almost exclusively.

Why do I not use Linux now? Multi-media editing is weak at best and my current occupation requires better tools. Since Windows is pretty god-awful, my only other real choice is OS X ... which is just another Unix/Linux distro. Many of the "new" features you guys crow about (spaces, etc), I had with Windowmaker on X11 in 1998.

Nevertheless, I will admit that OS X is probably the finest COMMERCIAL OS out there.

The rest of it is hype, though.

I had a 2.93ghz Quad Core Dell in June of 2007 with an 8800GTX graphics card that until the 4850/4870 cards were released, ran circules around everything offered by Apple save for very expensive pros.

Apple uses the same commodity hardware as everyone else. Intel CPU's, Nvidia GPU's, cheap Hynix memory (I upgraded my iMac to Kingston), Seagate/Maxtor HD's, etc.

Not only that, but they have a HUGE history of hardware problems. Arguably more than any other manufacturer.

The hardware superiority is in your head. As all religions are. It is not quantifiable. You simply take it as truth, and that is good enough. That's fine.

Core 2 Duo is not revolutionary, though. Neither is the GT 120. Even when Apple downgrades, people sniff the doo-doo and declare it's scent divine.

This is not logical behavior. This is faith-based behavior.

Dollar-for-Dollar, you can get far better hardware from just about anyone else than you can get from Apple. I can get cheap Hynix memory from any discount electronics retailer on the planet. It only costs a pantload when they call it "Apple Memory".

Alas, I am wed to a large amount of software that I have that runs on OS X. I also happen to like OS X.

I also realize that it's the same Linux I used ten years ago, polished with ten years of technological innovations. It's not magic pixie dust. It's BSD with a swell window manager and some proprietary tools.

Yes, it's better than Windows in almost every way, but what isn't?

I pay more for hardware so that I don't have to run Windows, but I don't do it nearly as enthusiastically as everyone else. Apple isn't "giving" me anything. I am paying a premium for it. Apple's shareholders have done pretty well. There is no ultruism, and the company does nothing for my benefit. Everything they do is solely for their own benefit. If you sent Steve Jobs an email tomorrow telling him that you were dying, you would get no reply. Nobody at Apple cares about you in any way. I promise.

Unrequited loyalty is misplaced loyalty, and the fact that SOME Mac users still use some form of logic is of some comfort to me, although the percentage is not high.

[dergoog]

Who cares about the "investors, regulatory agencies, and the media", following mac rumors is like waiting for christmas to finnally see what Mum and Dad have under the tree prepared for us.

What investor cannot be happy with how Apple is doing in the moment? What media doesn't mourn about the secrecy while reporting every bit of insignificant noise Apple makes? What regulatory agencies, its not like Apple builds secret weapons or something!.

They build electronics and software and give me a christmas feeling all year long, thats enough for me. :)

Apple sells their stock publicly, and thus accepts the regulatory rules, as does everyone who operates in that model, and is subject to the regulation of the governing agencies. If Apple decides they wish to operate in a manner that is not consistent with the rules and regs of the market, use that $29B in reserve and start buying back all of its outstanding stock and become a private company. Until that happens, I don't care if it is Apple, a company like, or anyone else. No-one is exempt from these rules.

Knowingly hiding information about Jobs' health (sickest on the list for a liver transplant) no doubtedly had an affect on the price of apple stock and I predict that the entire board will likely be facing jailtime as a result.

[WeegieMac]

Unrequited loyalty is misplaced loyalty.

That comment is superb, and is spot on.

I cannot understand why people get so wrapped up and involved in a company or device that they defend them with the same vigor they would if someone insulted their wife or a family member.

It's the same with games consoles, go on any multi-format forum and you get tirades of abuse going to and fro from "rival" console owners, and it can get vicious at times. Why people can't realise that a) your loyalty is not felt or returned by the company who makes the hardware, b) the company doesn't care about you once they have your money, and c) all the company are interested in is making a profit.

I'm all for having a favourite manufacturer, developer, publisher, etc ... but when it goes to the extent of blindly being loyal then you need to take a step back.

[DiamondMac]

The whole loyalty argument has been ruined, imo, by people who now use it as some sort of excuse to be given a "break" or discount for something that is their own fault

I understand the technical definition of loyal and I know what it means but I generally used it to mean that I continually bought Apple products and/or defended them to others who were thinking of getting them OR slammed the products for little to no reason.

At least, i used to think that is what people meant when they said they were loyal to Apple

Now, I only seem to see it when people are demanding lower prices or want discounts because they have bought a few apple products in the past and thus deem themselves "loyal" just because of the few products

[zami]

Work spaces are typically monitored by security cameras, this employee said. Some Apple workers in the most critical product-testing rooms must cover up devices with black cloaks when they are working on them, and turn on a red warning light when devices are unmasked so that everyone knows to be extra-careful, he said.

Hahaha, little surprise then they forgot to add FireWire to the first Unibody MacBooks! :D

[kingtj]

I think seeding incorrect information to employees for the purpose of derailing the "rumor mill" is fine, BUT I would draw the line at using it as a tactic to "hunt down and prosecute" employees who leaked said info.

It's one thing to use whatever tactics are at your disposal to help keep the public "in the dark" about your trade secrets, before you're ready to reveal them. It's another to have a corporate policy of distrust of your own employees.


While I can see the value in keeping certain projects secret, spreading misinformation to spot leaks has trouble written all over it.

I think it'd be "cool" to work on something secret and watch the eventual public feedback on it. However, I'd have reservations working for a company that did not trust it's employees...

[staypuffinpc]

It's one thing to use whatever tactics are at your disposal to help keep the public "in the dark" about your trade secrets, before you're ready to reveal them. It's another to have a corporate policy of distrust of your own employees.
Um, you seem to be missing the point that the original perpetrator is an employee that is breaking a signed commitment. The issue of "trust" has already been broken by an employee and Apple is putting the bait out to see who is the one making $$ by illegally (yes, it's illegal to break an NDA) sharing information with the masses. Call it distrust, but it's a reaction to others' actions.