Earlier this year, Apple CEO Tim Cook famously said that Cupertino was going to “double down on secrecy” this year. It hasn’t worked. Apple — once a company known for the surprise “one more thing” — had every single detail of the iPhone 5 leaked to the public before the actual event. Can Apple ever get its secrecy back?
Probably not. A new report talking to a number of Apple employees under the condition of anonymity suggests that while Apple HQ is as secretive of new products as ever, Cupertino can do nothing about leaks that come out of the Asian supply chain.
It looks like they’re having fun, but Apple’s secret rules are nothing to smile about.
Any Apple fan would love to know what goes on behind the scenes at their local Apple store, but unfortunately the company’s obsession with secrecy means the only way to do that is to get a job there. It seems like a great place to work; after all, who wouldn’t want to play with Apple devices all day and then tell people why they’re so great?
But did you know that on their days off, every Apple staffer has to workout rigorously to ensure they are strong enough to carry the store’s cash from the tills to the vault? This is just one of the secret rules every retail employee must follow each day. Thanks to the Joy of Tech, we can take a glimpse at some more of them.
Instead of the usual high=profile launch event, Apple treated journalists to their very own personal keynotes
Imagine yourself at an Apple keynote event. A special, one-off launch for the newest version of Mac OS X. You see the familiar format: Phil Schiller and a couple of other Apple execs run through the successful sales numbers. Then they announce the new product, and then they work their way through a deck of pitch-perfect keynote slides.
It seems familiar, right? Only now imagine that you are alone. This presentation is for one person: you. This bizarro scenario is just what happened to Daring Fireball’s John Gruber last week when Apple briefed him on Mountain Lion.
What kind of iPhone will Apple announce next week? Beats us: Apple's gone to unprecedented and incredible lengths to keep the next iPhone secret.
AllThingsD says that Apple will announced the next iPhone on October 4th, next Thursday, at a small venue at its own Cupertino HQ. Since All Things D’s “source” is almost definitely Apple itself, that date and venue seems pretty solid.
It’s about the only report about the next iPhone that feels solid. What else do we know for sure about the next iPhone? Pretty much bupkis for sure. Apple has gone to unprecedented and incredible lengths to keep the exact details of the next iPhone secret. It’s the first time Apple journalists have truly felt left in the dark for a long time.