Apple’s Secrecy Strategy Ain’t Easy (MS Pink Phones) | Cult of Mac:
And this is why Apple’s ability to create, sustain, and often exceed hype is such a remarkable thing. There have been leaks at times, but nothing this big, ever. Instead, Apple manages to stoke the rumor fires just enough that we all have some notion of what it might make next — we’re all convinced that Apple’s making a tablet — but none of us have any idea of what the actual thing will be. We don’t even know which operating system such a tablet will run.
Maintaining that mystique requires incredible loyalty from your employees, extreme paranoia, and even an unwillingness to let any of your partners touch or see the final devices. It’s the stumbles of Apple’s competitors that remind me just how special Steve Jobs and team are when they’re at the top of their game. The reason the entire tech media corps went insane for the iPhone was that it was a great product and a huge surprise at once.