Through out apples entire history from jobs' return on they've selectively leaked information. Where have you been? "Cracking down" obviously refers to things they didn't want leaked. But there are definitely things they want the public to know without actually saying it. Otherwise Tim Cook wouldn't imply super hard about certain things like being very interested in AR or a million other things he's said without saying over the years
I don't buy it one bit because one of the reasons they have had their own keynotes for years after leaving MacWorld was so that they can 'control' the message. It's always been their goal. Leaks of any kind would be counter-productive to their intention and now they're probably scrambling to come up with an excuse to explain away the HomePod incident at the next Keynote. Either Phil or Craig is going to be forced to come up with a joke or comedy skit to deflect any signs of problems as if they're saying " Here's a funny story....we leaked it! " and sweat like pigs hoping for a laugh.
Leaks of any kind hurts the company, no matter what. I'm not defending the company but pointing out the flaws in logic of having them create a manifesto of secrecy and then do a leak on purpose. That would have to be approved by the person at the very top and that is the CEO. If Cook indeed did okay the leak, he should be fired for this level of stupidity.
Why would they want to leak it on purpose? Is it because they have a big Keynote that's going to be more than 2 hours and they want to get the details out of the way and bring it down to less than an hour and a half? The solution is really that simple. They could have just done a quiet release of one or two products and put all the details on the website, if their goal is to save time at the next Keynote due to having to cover this many product offerings. It's the only thing that makes sense.
Otherwise, betraying their own manifesto of secrecy is really a bad, bad move. Why? It sends the wrong message to their employers. " Okay, everyone! We ask all of you to keep things quiet and confidential. Please be very professional about it. Our engineers have worked so hard so please do not talk about the work we do outside of our company as it betrays their efforts " and then have a leak out there.
Employers will be thinking " Huh? They ask us to keep our mouths shut and they do this leak on purpose? What the hell do they want from us? Are we supposed to be loyal to them or are they saying it's now okay for us to leak whatever we want? ".
It's extremely two-faced and not only that, if this is a trolling attempt on the customer base, like others have theorized, then they're trolling Wall Street and the shareholders which is unprofessional.