People gossip mainly for one reason: to be important.
If Apple doesn't treat employees and/or workers like they're important, they'll resort to leaks to feel important. Why should they feel they have to protect the world's most valuable company and the interests of a billionaire CEO when they're making maybe a few hundred dollars a month?
As I see it, you can stop leaks by making everyone involve important enough that leaking is not worth it or you can become more authoritarian and control people's choices with threats and surveillance. I'm guessing Apple doubling down is the second option.
It's kind of a sad statement that he has to go out and say he is doubling down on secrecy, as if it's just a general problem. It's a very specific problem with Apple's own workers. And the doubling down terminology makes it sound like he is going to try to control them more, just like he has been so good at controlling access to supplies. Information about products is one more asset to control. It's strategic, like everything else Tim Cook has publicly stated so far.
I don't mean this in a mean way, but since he's become CEO, I haven't heard an original thought from him. He strikes me as curator in chief of Apple's continued inertia.
Maybe he has ideas. Just not evident yet.