Forbidden Fruit

Why Is Apple so Secretive? "Actual product details are kept secret so that the first announcement of a product is the first anyone’s heard real details about it. If they can keep it entirely under wraps until it’s ready to sell, then there will be a guaranteed flurry of press right at the moment when people can go out and buy it.

n addition to the timing of announcements, it's also important to clearly present digestible chunks of news so that consumers, and reporters, get the right information, in the right amount, at the right time.

Regardless of whether the news is good or bad, it seems that news about Apple is nearly an obsession for consumers. If Apple doesn't constantly release good news, reporters will make up bad news just to fill the void."