The leaks are mostly iPhone related. They're doing very well with the other product categories...
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Apple's 'Stopping Leakers - Keeping Confidential' Employee Seminar Leaks Online
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No, Apple simply wants to (a) reveal things with a bang and (b) reveal them when it is commercially best for them. People first hearing about from a keynote fulfils (a) and if the announcement of the product is not reducing sales of existing line-up in any significant way because it is a new category, it can be announced early. In fact, it can be a commercial advantage to announce something early because it reduces sales of products from competitors and adds to brand value. And ultimately, (a) is also about (b).
Back when working in Apple, I could think of at least one time where Apple's secrecy led to reduced product quality. We were testing a new Mac model, but only with a dev 'chassis', so we had no idea what the finished exterior looked like. This meant we couldn't perform any kind of quality pass on the final product. Sure enough, when it was launched there was a QA issue due to the finished plastics.
(Disclaimer: this is not a leak. This was many years ago, and the above info is hardly a trade-secret.)
The G4 Cube?
I go with brilliant Benjamin Franklin:
Three can keep a secret, if two of them are dead!
It is impossible to keep things under wrap these days, which is why Apple now pre-announces what they do to a certain extent.
Only the complete product end versions are not known until we see the first pictures from somebody with long fingernails (= authentic and Kuo gets the info for his "research notes".
To assume that one Asian won't talk to another confidentially, or a shell and case manufacturer over there doesn't get a prototype to make molds is pretty naïve.
Three can keep a secret, if two of them are dead!
It is impossible to keep things under wrap these days, which is why Apple now pre-announces what they do to a certain extent.
Only the complete product end versions are not known until we see the first pictures from somebody with long fingernails (= authentic
and Kuo gets the info for his "research notes".To assume that one Asian won't talk to another confidentially, or a shell and case manufacturer over there doesn't get a prototype to make molds is pretty naïve.
Notice how the entire team is staffed with former high ranking government officials and yet it still leaked out!!
What was weird about it? If you follow the rumors and leaks and what not, it's pretty obvious that Gurman knows less and less of what is to come. Last WWDC we knew pretty much everything coming; this time around we knew almost nothing.
There's no reason to assume Apple is putting words in Gruber's mouth. The obvious lack of new information is a much better explanation.
The biggest clickbait is obviously around the shape/form etc of the next iPhone not things like software which is mostly very boring.
Even Kuo has been very quiet (releatively speaking) recently.
All of this despite Apple's timely controlled leaks of new iPhone specs to keep potential switchers from moving over to Samsung Galaxy??
Considering they are still on opposite sides of the fight, no way. Trump could sink the 2nd Fleet with what spills out of his mouth alone. Not even forcibly applied water tight Depends could stop what leaks out of Trump.Could the war-on-leaks bind Trump and Cook together?
I though most of the leaks were from Apple Marketing. Keep interest high but not commit to anything.
Hard to hide millions of parts being made in China... just not possible.
And Samsung letting the world know that the Note 8 will be released before the next iPhone.
And so the cycle goes on and on.
PLOT TWIST: This leak was intentional to focus the story on a fake leak, so real leaks don't happen.
I thought it was weird that he was bending over backwards to say that Gurman doesn't know anything when he had a fair few details in that report about a product that is still 6 months away.
I'm not the only one who thought it was weird, there's been a few of his twitter acquaintances asking him what that was all about (especially because it looks like Gurman was right about it not having a display).
Back when working in Apple, I could think of at least one time where Apple's secrecy led to reduced product quality. We were testing a new Mac model, but only with a dev 'chassis', so we had no idea what the finished exterior looked like. This meant we couldn't perform any kind of quality pass on the final product. Sure enough, when it was launched there was a QA issue due to the finished plastics.
(Disclaimer: this is not a leak. This was many years ago, and the above info is hardly a trade-secret.
Performa 6400? I referred to a friend's as the Rattle-trap Mac. Great idea - put a subwoofer in a machine with a multi-part plastic shell!
Anyway, I miss the days when most of us had no idea what was really coming, even if it wasn't spectacular. Nobody in the general masses really saw the iMac coming. Or the iBook. The Cube. We even cheered when gigabit Ethernet became standard on the PowerMac. The previous model offered it as a $1000 add-on. Nobody really even saw the iPhone coming. Not really. It had been rumored so long with so many wrong opinions that when it finally came out, we were blown away. Today, there's no Wow, only pity claps during events. Even HomePod leaked a couple days before being shown, and its development was widely speculated, though most admittedly thought it would be more of an AppleTv device
