Apple, October 22nd, and the fading element of surprise

“While Apple’s secrecy and fancy reveals under Steve Jobs were masterful efforts that resulted in millions of ‘free’ marketing dollars, I’m hard-pressed to say that Apple’s current situation, where rumor and scrutiny are maximized, is any less effective,” Chris Maxcer writes for MacNewsWorld. “The most engaged Apple consumers are able to follow a steady stream of rumors and leaked photos, all the while thinking about Apple and Apple’s products.”

“This is not to say that Apple can’t keep secrets. In fact, I think Apple can keep secrets — and that the company is fundamentally changing because of all the scrutiny it gets, both from the press and from financial analysts,” Maxcer writes. “Take, for example, the new Mac Pro. Apple preannounced the totally new round and black Mac this summer at its Worldwide Developers Conference — far in advance of actual delivery. It surprised everyone.”

Maxcer writes, “I think the days of Apple being able to reveal a surprising new product — and then ship it to millions of customers within a week or two — are long gone… If what I say is true, does this mean that Apple won’t have any major new products ready to ship by the holidays? I’m afraid so.”

Read more in the full article here.

Related article:
Apple’s special iPad event scheduled for October 22 – October 8, 2013


  1. “If what I say is true, does this mean that Apple won’t have any major new products ready to ship by the holidays? I’m afraid so.”

    If you don’t consider new iPads, Macbook Pro, OSX Mav and possible iWatch and/or new Mac Pro to be major, then yeah you might be right, otherwise I hope you get the ad hits you were after

    1. There’s little chance of iWatch – that’s the point made by the article. If iWatch was imminent, there would have been a leaked photo by now. The absence of a leak validates that no iWatch is near.

      My guess on a surprise: profiles / multi-user for iPad. Apple can definitely keep software secrets. Count on those to keep coming.

  2. The dipshit seems to forget that SIX months elapsed between the iPhone introduction and the first units being shipped. And that TWO months elapsed between the iPad introduction and the first unit delivery. (one could say 27 years, based on this 1983 Jobs quote “…strategy is really simple. What we want to do is we want to put an incredibly great computer in a book that you can carry around with you and learn how to use in 20 minutes … And we really want to do it with a radio link in it so you don’t have to hook up to anything and you’re in communication with all of these larger databases and other computers.”)

    I’m beginning to think journalists are recruited from the ranks of those who couldn’t make the cut as walk-ons for the football team in college.

    1. “MacNewsWorld columnist Chris Maxcer has been writing about the tech industry since the birth of the email newsletter, and he still remembers the clacking Mac keyboards from high school — Apple’s seed-planting strategy at work. While he enjoys elegant gear and sublime tech, there’s something to be said for turning it all off — or most of it — to go outside.”

      Well, now there’s a bio that qualifies him for not much of anything, if ever there was one.

  3. Modern journalist job interview:
    Boss: Got an opinion?
    Journalist: Yes.
    Boss: You’re hired. Don’t worry about spelling and grammar we have 16 year old interns for that.
    Journalist: What about facts?
    Boss: Fax? Old technology we don’t use it anymore.
    Journalist: No, I mean facts? Truth?
    Boss: What are you a priest?
    Journalist: No.
    Boss: Then quit whining and go stir shit up. And make sure you check in with Sales about your weekly hit quotas.

  4. Hard to know. For something like the iPad which is established they need to ramp up production of millions in advance so one or two pieces can leak out. For a totally new product there could be a number of unidentifiable pieces and if there is no Apple logo how would they attract attention? Also, a totally new product likely would start off with lower volume and so would be easier to control.

  5. When Steve was beginning the decade-long introductions of great new products, the supply chain was much more controllable. With the size and quantities of parts needed today coupled with the increasing number of suppliers, I can understand why Apple can’t keep every mouth shut.

    Apple can keep a secret and they proved it with the 64-bit chip surprise, the Mac Pro, Airport Extreme, free iWork for iOS….I firmly believe they are strategically supporting desired leaks to keep the bears at bay.

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