“That Apple (Inc, no longer Computer) likes to keep the details or even existence of upcoming product releases close to its chest is a given within the technology industry,” Charles Arthur writes for The Guardian. “Yes, there were loads of people who were sure last year that Apple would launch a mobile phone product; but barely any outside the company itself who knew what it would look like. (Even the head of AT&T, its network partner, only got to see it late in the development process.)”
“To most journalists, struggling to make sense of quite where a new product such as the MacBook Air fits into the wider matrix of Stuff You Can Already Buy can be frustrating, because the abruptness with which such things appear leaves little time for sensible reflection,” Arthur writes.
MacDailyNews Take: Ain’t that the truth?!
“By contrast, companies like Microsoft and Dell like to tell everyone well ahead of time what they’re going to do. I can’t recall the last time a Bill Gates speech led anyone to hold a middle, let alone front, page,” Arthur writes.
“Now it turns out that there may be very deep reasons why Apple’s secretive approach entices us so, and Microsoft’s doesn’t. It’s this: pre-release hype makes people much more careful about what they buy. If you tell them that something is coming at some point in the future, they will evaluate everything that’s out there very carefully. But if you just drop something into their laps, all they’ll think about is the brand,” Arthur writes. “And if they like that, ker-ching!”
Full article here.
The insinuation that Apple product buyers buy thing just because of the logo is incorrect for the most part (a very small minority might). Most Apple product buyers have used the alternatives (think Windows at school/work) or some also-ran MP3 player and experienced how poorly they compete with Apple’s markedly superior offerings. Apple is a unique company. Apple’s customers know this and they trust the brand to offer innovation, attention to detail, and quality. Apple’s secrecy, if anything, is a free publicity generator.