Apple takes security to highest level for Sept. 9 event


CUPERTINO, California -- What's inside the mystery building Apple is fabricating for its big September 9 event? The giant construction project is almost as big of an enigma as what the iWatch will actually look like or do.The boxy structure, which sprang up behind the Flint Center for the Performing Arts here on the De Anza College campus, looks like a cross between an igloo and a winning confection on Cake Wars.  Naturally, the enormous two-to-three story building sparked intense curiosity among the Apple faithful when pictures emerged Thursday, so we had to go take a look for ourselves.Will it hold something as mundane as a demo area where tech journalists can fondle Apple's latest, greatest gear? Does it contain a full-size home of the future to show off amazing HomeKit implementations? Will it house a runway for an Apple wearables fashion show or a giant stage for a post-announcement Dr. Dre concert?Whatever it holds, it is truly a massive undertaking. It's surrounded by green fences and countless security guards. We, like you, can't wait for Apple's big reveal — here's what we saw walking around the outskirts of the secretive project Thursday afternoon.
Apple is taking security for its big Sept. 9 event to a new level. Phones are being searched, cameras are covered in special tape and everyone is "super-paranoid." Photo: Jim Merithew/Cult of Mac

With less than 24 hours to go, security precautions for Apple’s big press event Tuesday have been taken to unprecedented levels.

Apple has wired the entire event auditorium — the Flint Center for the Performing Arts — with a brand new, state-of-the-art security system to lock down access and prevent leaks.

The auditorium is crawling with 24-hour security personnel. Anyone working at the massive show, from caterers to construction staff and technicians, is required to submit their phones to Apple’s security team. The phones’ cameras are being covered in special tamper-proof tape, which changes color if removal is attempted.

“If it changes color, we’ll be fired on the spot,” said one person who is working at the show but asked to remain anonymous.

WSJ: Apple’s PR Is Starting To Feel The Heat


One Infinite Loop

Apple is unlike any other company in the world when it comes to press relations. Most companies have to beg for coverage and shower journalists with free trips and gear, but Apple is known for giving a notoriously cold shoulder to the vast majority of publications. If you’re not on the shortlist, then you get no help from PR and certainly no sneak peaks at future products.

According to a new report in The Wall Street Journal, some recent changes within Apple PR “represent a recognition that competition is heating up:”

It’s Official: Apple Issues iPad 2 Press Invites For March 2



It’s official: The iPad 2 launch will be March 2.

Apple is issuing press invites to a special media event on March 2 at the Yerba Buena Center for the Arts in San Francisco, according to

“Come see what 2011 will be all about,” says the invite. Looks like Apple is pretty confident about the iPad 2.

The event starts at 10:00 am. It’s the same venue Apple traditionally uses to introduce products.